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In Brief: Crest new look

This article was originally published in The Tan Sheet

Executive Summary

Crest new look: Redesigned packaging for entire Crest toothpaste line appearing on shelves nationwide. The change marks the first major repackaging of Crest since the mid-1980s. The new design consists of a white background with a pennant on the right side of the carton stating the product formula. Crest MultiCare, an "all in one" toothpaste being test marketed in Tulsa, Okla. is being sold with the new packaging ("The Tan Sheet" Nov. 4, 1996, p. 7). The product may be launched by spring. P&G says that Crest held a 33.7% market share in the fourth quarter of 1996 -- a 3% increase over the corresponding 1995 period...
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