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Church & Dwight antiperspirants

This article was originally published in The Tan Sheet

Executive Summary

Arm & Hammer Ultra Max antiperspirant/deodorant with "unique time-released baking soda technology" to begin shipping in early February, firm says. Packaging for re-staged line will be larger, more modern than existing offering; advertising/promotional campaign expected to break in May. TV spots supporting C&D's recently launched Arm & Hammer Advance Breath Care system with toothpaste, mouthwash, gum, mints broke Nov. 1; FSI dropped Nov. 4. Ads stress products' "three hour power to keep breath fresher longer." Firm expects line to generate$65 mil. in first-year sales (1"The Tan Sheet" July 16, p. 6)...

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