Colgate Total will get $52 mil in media

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Colgate-Palmolive Co. will spend more than $52 million on measured media for the launch of Colgate Total toothpaste, plus $48 million on promotion including more than 30 million consumer samples, and $20 million in professional support. Y&R Advertising handles general-market ads.

Copyright November 1997, Crain Communications Inc.

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