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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Arm & Hammer promotions: Church & Dwight is staging a $21 mil. promotional campaign behind Arm & Hammer Enamel Care toothpaste, including TV ads breaking in April, print ads appearing in late summer, in-store support and direct mail, firm reports. Church & Dwight introduced Enamel Care last month as the first and only toothpaste to combine liquid calcium and baking soda to bring back "radiant, bright, youthful smiles" (1"The Rose Sheet" Feb. 16, 2004, p. 10). Additionally, the firm unveiled clinical data demonstrating the benefits of Enamel Care's liquid calcium formulation during the International Association for Dental Research meeting in Honolulu, Hawaii, March 10-13. Studies presented at the meeting show Enamel Care produced a 23.4% improvement in tooth luster and a 13.7% reduction in roughness after three months of use, while staining was reduced 13% after six weeks, compared to regular fluoride toothpaste, which produced no changes in any of the categories, firm claims...
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