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Consumer OTC Drugs

Colgate backing Baking Soda & Peroxide Whitening Toothpaste with $32 mil. ad/promo.

This article was originally published in The Tan Sheet

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  • The Tan Sheet

Executive Summary

COLGATE SUPPORTING BAKING SODA & PEROXIDE WHITENING TOOTHPASTE WITH $32 MIL. in advertising and promotional spending beginning in 1997. Colgate-Palmolive claims the ad budget is the "biggest support plan ever in the whitening segment." Of the planned outlay, $26 mil. is earmarked for an ad campaign created by Young & Rubicam that is scheduled to begin in February.

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