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Procter & Gamble Co. will put what it calls its largest marketing effort ever behind the national rollout of Oil of Olay Color Collection. The campaign, which broke April 11, is estimated at $70 million and also includes print ads in May magazines and 40 million samples. P&G extends Oil of Olay's skincare franchise again this month with the launches of Daily Renewal Body Wash and Complete UV Protectant. The Color Collection campaign, from Saatchi & Saatchi, New York, carries the tagline, "Lasting color that cares." Copywriter: Hy Abady.
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