Heimei takes on Crest and Colgate

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[Guangzhou, China] China's Masson Group is taking on market-leading international toothpaste rivals Colgate-Palmolive Co.'s Colgate and Procter & Gamble Co.'s Crest, with a national marketing campaign for CCP Calcium, part of its Heimei toothpaste product line. TV, print and out-of-home ads will tap into the modern Chinese preference for natural ingredients while leveraging the brand's functional benefits. "Heimei needed to differentiate itself, having realized that it is currently perceived as too local and too traditional," said Anthony Yeong, group brand director of Publicis Groupe's Leo Burnett Worldwide, Guangzhou. Media is handled by Publicis' ZenithOptimedia.