Arm & Hammer Dental Care Gum ad
This article was originally published in The Tan Sheet
Executive Summary
New baking soda gum is "in the toothpaste aisle," a store attendant repeatedly stresses to an unusually inattentive store patron searching for the gum that "cleans your teeth...whitens, leaves your breath feeling fresh." A voice-over notes Church & Dwight's "new Arm & Hammer Dental Care gum is the gum that cleans your teeth with the power of Arm & Hammer baking soda. Chewing Dental Care gum is clinically proven to reduce unsightly plaque up to 25%, for whiter teeth and a healthy, fresher, cleaner mouth." It's "no wonder" the new product is "the only gum in the toothpaste aisle," the ad concludes. Supers in the ad recommend consumers "brush, floss, see your dentist regularly" and "chew two pieces daily for four weeks." The ad, designed by New York City-based Partners & Shevack, began running on network and cable in early May. The product shipped in February ("The Tan Sheet" Feb. 16, p. 22)...