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Crest TV ads

This article was originally published in The Tan Sheet

Executive Summary

P&G breaks two spots for whitening toothpaste formulas Oct. 20. One shows a toothbrush polishing the American Dental Association seal of acceptance while an announcer says, "Who believes Crest Extra Whitening really works? They do," referring to ADA. "It's the first and only toothpaste that's ADA-accepted for whitening by polishing away surface stains," the ad continues. Product packaging also bears the ADA seal (1"The Tan Sheet" Oct. 18, p. 8). The ad for Crest MultiCare Whitening stresses product benefits, stating, "Now the toothpaste that fights cavities and dingy tartar buildup, freshens breath and removes plaque with every brushing is so complete it whitens too." The commercial concludes with the tagline: "New Crest MultiCare Whitening. Don't be left in the dark." The product was launched in September

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