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Mentadent Crystal Ice toothpaste launching with $20 mil.- plus TV, Internet ad support.

This article was originally published in The Tan Sheet

Executive Summary

MENTADENT CRYSTAL ICE $20 MIL.-PLUS AD CAMPAIGN FOR TV, INTERNET begins Oct. 1 for the new toothpaste from Chesebrough- Ponds. Said to "whiten teeth," and provide "long lasting fresh breath," Mentadent Crystal Ice and is the fourth addition to the five-year-old baking soda and hydrogen peroxide dentifrice line. The line extension is shipping now to retail shelves. Ads are being designed by Ammirati Puris Lintas, New York City.
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