Rembrandt Plus Toothpaste Backed By $10 Mil. Consumer/Prof. Ad Spend
This article was originally published in The Rose Sheet
Executive Summary
Den-Mat is extending its Rembrandt whitening toothpaste franchise with a "Plus" version set to ship in early May. Rembrandt Plus With Peroxide will be supported with more than $10 mil. in advertising to consumers and dental professionals during the toothpaste's three- to six-month launch period.
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Rembrandt Plus “5 Shades” Whitening Claim Qualification Needed – NAD
Claims that Den-Mat's Rembrandt Plus toothpaste "whitens teeth 5 shades" should be qualified to explain such results were obtained after six months of daily use, according to the National Advertising Division of the Council of Better Business Bureaus
Rembrandt Plus “5 Shades” Whitening Claim Qualification Needed – NAD
Claims that Den-Mat's Rembrandt Plus toothpaste "whitens teeth 5 shades" should be qualified to explain such results were obtained after six months of daily use, according to the National Advertising Division of the Council of Better Business Bureaus
Rembrandt
Dentifrice line from Den Mat expanded with Extra Whitening Fluoride toothpaste in six formulations: Original, Natural, Mint, Baking Soda, Sensitive and Canker Sore. The new version contains "maximum Citroxain," the company's patented whitening ingredient, to "safely whiten teeth beyond stain removal." The product joins recent toothpaste and mouthwash extensions introduced in May and is backed by a $10 mil. ad spend (1"The Rose Sheet" May 1, p. 8)