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Church & Dwight

This article was originally published in The Tan Sheet

Executive Summary

Dental Care toothpaste and baking soda gel, each in regular and tartar control formulas, will be offered in a 5 ounce stand-up tube beginning in September. Products will carry the same suggested retail price as other 5 ounce products in the line, the firm said. The stand-up tube will be featured in a national FSI in November offering a $ 1.50 cash-back rebate. The full Dental Care brand will be supported with a $ 17 mil. 12-month ad budget beginning in November and Dental Care products will be detailed to dentists, with over 10 mil. samples to be distributed in 1994.
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