P&G readies $40 mil intro for Crest Extra Whitening

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Procter & Gamble Co. will introduce Crest Extra Whitening toothpaste in January with $40 million in advertising and promotion that will include network TV, national magazines, and both direct mail and promotional sampling. D'Arcy Masius Benton & Bowles, New York, handles.

Copyright October 1997, Crain Communications Inc.

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