Colgate readies whitening toothpaste

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Colgate-Palmolive Co. will launch next month Colgate Sparkling White, a whitening toothpaste in tartar control or baking soda and peroxide versions. Sparkling White will reach stores May 8, priced at the same level as Colgate's Total, $2.99 per 6-ounce tube, backed by TV, print and online ads. Y&R Advertising is Colgate's agency.

Copyright April 2000, Crain Communications Inc.

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