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Aquafresh Gum Care ads compare plaque benefits to Crest, Mentadent.

This article was originally published in The Rose Sheet

Executive Summary

AQUAFRESH GUM CARE TELEVISION CAMPAIGN KICKS OFF JULY 15 with a 30-second spot that will air on the major networks, SmithKline Beecham said. The company is positioning its gum care toothpaste, which shipped in April and is on store shelves now, to compete directly with Procter & Gamble's Crest Gum Care, which was launched in July 1995, and Chesebrough-Pond's Mentadent Gum Care, which debuted in late 1995. No print or radio ads currently are planned, according to SmithKline.
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