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Colgate

This article was originally published in The Tan Sheet

Executive Summary

Will support reformulated version of its Colgate Tartar Control toothpaste with $30 mil. in advertising and promotional spending in 1994, the firm says. The new formula has a grittier feel that provides a "unique texture to leave teeth feeling clean and smooth while still reducing tartar build-up," according to Colgate. The reformulated product, which also has a new name, Colgate Tartar Control Micro-Cleansing Formula, is being shipped to stores this month. Marketing support for the product will include TV, radio and print ads developed by Young & Rubicam, couponing through national newspaper inserts, "heavy in-home sampling" and the distribution of over 15 mil. samples to dentists
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