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Executive Summary

BLOCK DRUGS' CAFFREE ANTI-STAIN FLUORIDE TOOTHPASTE will get $6 mil. in first-year TV ad support beginning this month, a company spokesperson said. Block's new Caffree fluoride toothpaste and gel for tea and coffee stains is now launching nationally. TV ads for the brand broke the week of Sept. 11. TV ads and package materials claim Caffree "decaffeinates your smile," with "three special ingredients to get out coffee and tea stains better than the leading toothpaste." Ads also note that caffeine stains can "be even more of a problem than tobacco stains." In unpublished studies not cited in promotional materials, the company tested Caffree against Crest and Topol Smokers' Toothpaste, Block said. Caffree is Block's third dentifrice product, but its first cosmetically positioned one. The company also markets Sensodyne and Promise dentifrices for desensitizing teeth and gums. Block estimates that anti-stain toothpastes hold a 4% to 5% share of the total toothpaste market. Dep recently repositioned Topol to highlight the toothpaste's cosmetic anti-stain benefits and to broaden Topol's appeal beyond the shrinking smokers' market.

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