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P&G Spotlights Crest With New Packaging, Ad Campaign

This article was originally published in The Rose Sheet

Executive Summary

Procter & Gamble is unveiling a new uniform packaging scheme for its Crest line that will extend to all products by year end, the company said

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WhiteStrips "could be a well over $100 mil." product and has potential to "redefine landscape for oral care," P&G President & CEO A.G. Lafley said. Available now in mass, food and drugstores nationwide, Crest WhiteStrips being promoted with "Art Restore" TV ad campaign breaking now and touting product's ability to restore teeth to "original beauty and whiteness," firm says. Print campaign slated to launch in August. Strips have been available online and through participating dentists since August (1"The Rose Sheet" Sept. 25, 2000, p. 11)

Crest WhiteStrips Works In Two Weeks, Lasts Six Months - P&G

Procter & Gamble's Crest WhiteStrips, a do-it-yourself peroxide treatment for whitening teeth, is available through a Web site, whitestrips.com, and a toll-free number. While the strips have been sold at dentists' offices since July, wide distribution has not yet commenced.

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