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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Crest Vivid White: Procter & Gamble is supporting the launch of its newest whitening toothpaste with television and print ads, as well as FSIs and coupons, the company says. The product provides a "noticeably whiter smile in just 14 days," P&G claims. The formula should be used twice daily, brushing for two minutes each time, the firm instructs. Vivid White uses WhiteBond advanced whitening technology that polishes, removes stains and gives teeth a protective coating, according to P&G. The formula comes in two flavors, Refreshing Mint and Invigorating Mint, for a suggested retail price of $3.99...

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Marketing In Brief

Crest: Vivid White Night is a nighttime toothpaste that reduces surface stains by up to 84.9% in 14 nights for a "noticeably whiter smile," according to Procter & Gamble. Formula is similar to Crest Vivid White, a daytime whitening formula, but contains higher concentrations of active ingredients, including sodium hexametaphosphate, firm notes. Launching in September, Vivid White Night also contains two types of silica that work together to gently polish teeth, while micro-cleansing whiteners coat teeth and loosen stains overnight, company claims. Product comes in Moonlight Mint and Revitalizing Mint flavors for $3.99. P&G launched Crest Vivid White last year (1"The Rose Sheet," April 19, 2004, Marketing In Brief)...

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