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Colgate ad plans

This article was originally published in The Tan Sheet

Executive Summary

Simply White home tooth whitening gel will be supported with $60 mil. introductory ad campaign, tagline "Whitening so simple it's brilliant," Colgate-Palmolive says. Budget is largest spend level for Colgate launch since debut of Colgate Total toothpaste in 1998, firm adds. C-P has pushed up advertising start date due to "extraordinary" demand from retailers; full-page ads are appearing in October magazines such as Glamour. Simply White, which will compete with P&G's Crest WhiteStrips, is expected to generate $50 mil. in first-year U.S. sales (1"The Tan Sheet" July 29, 2002, p. 15)...
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