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NACDS Marketplace In Brief: Crest MultiCare

This article was originally published in The Tan Sheet

Executive Summary

Crest MultiCare: Procter & Gamble said to be spending $42 mil. on advertising and promotion for the newest addition to its toothpaste franchise. The campaign, being handled by D'Arcy Masius Benton & Bowles, New York City, will include TV and print ads. Shipments of Crest MultiCare begin July 9 for August national availability ("The Tan Sheet" April 21, In Brief). The firm also plans a sampling effort to 60 mil. households and a Sunday newspaper coupon drop beginning in September. Ad spending on MultiCare will be in addition to spending on a new TV and print campaign for the Crest brand that began early in June. The tagline for the TV spots is, "Behind every smile there's a Crest kid." The campaign also was developed by DMB&B...
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