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P&G's Crest

This article was originally published in The Tan Sheet

Executive Summary

"Stand-up tube" format (inverted tube with flip-top cap) will be adopted for all Crest toothpaste formulas, except Crest Baking Soda Toothpaste, beginning in June. P&G said stand-ups use less plastic than pump toothpaste delivery systems and do not have outer packaging. P&G said it plans to discontinue all but three of its pump varieties -- Regular Crest, Crest for Kids Gel and Tartar Control Fresh Mint Gel in 4.6 ounce pumps. P&G also will continue selling Crest in Neat Squeeze packaging, which is a "bag in a bottle" design. Ads for the Crest Stand-Up Tube will be handled by D'Arcy Masius Benton & Bowles, New York. Colgate-Palmolive launched a Colgate Stand-Up Tube in 1992.
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