Crest Extra Whitening toothpaste January launch to receive $40 mil. in ad support.

This article was originally published in The Tan Sheet

20 Oct 1997
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The Tan Sheet

Executive Summary

CREST EXTRA WHITENING TOOTHPASTE TO DEBUT IN JANUARY with an accompanying $40 mil. national print and television ad campaign, Procter & Gamble announced Oct. 17. The new Crest line extension will contain soft silica -- a patented "enamel-safe polishing ingredient," as well as sodium fluoride and tetrasodium pyrophosphate. P&G expects the Clean Mint-flavored product, which will come in 2.5, 6.2 and 8 oz. tubes, to retail for $1.99, $2.99 and $3.49, respectively.

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Crest Extra Whitening toothpaste January launch to receive $40 mil. in ad support.

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