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Brand Being Restaged as 'Ultra Max'

Published on .

NEW YORK (AdAge.com) -- Church & Dwight Co. is restaging Arm & Hammer antiperspirant/deodorant brand as Arm & Hammer Ultra Max.

The product ships to retailers Feb. 2. Advertising breaks in May.

An agency could not be determined by press time; Church & Dwight has handled the brand in-house in recent years.

Spending was not disclosed.

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