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CLORETS BACK ON TV WITH AD AFTER 5 YEARS

Published on .

MORRIS PLAINS, N.J.-Warner-Lambert Co.'s American Chicle Group will break in the second quarter its first TV spot in five years for Clorets breath mints and gum.

The advertising from J. Walter Thompson USA, New York, features TV and film star Bronson Pinchot, promoting Clorets' new formula with twice the mint flavor to fight the strongest food odors.

Clorets undertakes the new campaign as it continues to lose share in the mint/hard roll candy category. Clorets had wholesale sales of $4.7 million for the year ended November 1993, down 36% from the same period the previous year, according to ICC/Accutracks.

It has a 1.63% share of the $288.4 million wholesale mint/hard roll candy category and is the 11th-ranked brand.

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