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Crest Multicare toothpaste

This article was originally published in The Tan Sheet

Executive Summary

Has "better taste" and leaves "fresher feeling breath" after brushing than Colgate-Palmolive's Colgate Total toothpaste, according to an 800-participant national consumer perception study Procter & Gamble conducted in April. Results of the test are highlighted in an FSI that ran in newspapers June 21. The FSI queries: "Is Crest Multicare a Better Choice for You?" A checklist of product features indicates that both products fight cavities and work "between brushing for healthy teeth" the latter claim is a key element of Colgate Total advertising. Both toothpastes also fight tartar, fight bad breath and brush away plaque. Colgate Total receives one additional check mark for "helps reduce and prevent gingivitis and reduce plaque," while Crest Multicare gets two additional checks for "Better Taste" and "Fresher Feeling Breath." The FSI offers $1 off the price of either Crest Multicare or Crest Extra Whitening toothpaste. A similar ad ran in Parade...

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