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In Brief: Arm & Hammer Peroxicare

This article was originally published in The Tan Sheet

Executive Summary

Arm & Hammer Peroxicare: New TV ads for the Church & Dwight toothpaste breaking the week of April 20 convey product benefits through "thought" bubbles. A spokeswoman says to "forget" other toothpastes, while tubes of Chesebrough-Pond's Mentadent and Colgate-Palmolive's Colgate float above her head in a bubble. "I've got the zing of Arm & Hammer Peroxicare!" A voice-over proclaims: "It's today's most potent baking soda and peroxide toothpaste. Because it has the most baking soda cleaning power." A superimposed message notes the product has "50% baking soda content." New TV ads breaking for the company's Dental Care toothpaste claim the product cleans away plaque "better than regular toothpastes" based on a "comparison of leading regular paste products." The "patented baking soda formula cleans the surface, then gets in tiny crevices to remove ugly stains," the ad says. Both ads were developed in-house...

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