Procter & Gamble Co.'s Crest MultiCare, a new toothpaste, and Crest MultiClean, a new toothbrush, in test since last fall (AA, Nov. 4), will hit stores nationally in July and will later be backed with a $60 million TV and print advertising and promotion campaign. Ads for MultiCare, from D'Arcy Masius Benton & Bowles, New York, break in August. MultiClean advertising from Leo Burnett
USA, Chicago, begins in September.
Copyright April 1997, Crain Communications Inc.