P&G launches new toothpaste

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Procter & Gamble Tuesday launched a line extension of its Crest toothpaste, Crest Gum Care (AA June 5, 1995). The product, in paste and gel formulas, will begin shipping to stores on July 31 with plans to stock more than 50,000 retail outlets by the end of August. Marketing plans include an ad campaign from DMB&B, New York, to begin in September, as well as various gum care promotions. The launch, including marketing, is estimated at $40 million.

Copyright July 1995 Crain Communications Inc.

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