P&G, fighting sales woes, tries repackaging Crest

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Procter & Gamble Co. is repackaging Crest toothpastes as it tries to reverse sales and market share declines. The new packaging -- white with colored pennants -- is consistent with that for Crest Multicare toothpaste, expected to be launched nationally this spring, and will be reflected in ads from D'Arcy Masius Benton & Bowles, New York. Meanwhile, as Crest tries to recover, the agency has come under increasing pressure from P&G U.S. Healthcare President Bruce Byrnes who is taking a "strong interest" in Crest advertising with P&G management uncharacteristically assuming an active role in the creative process and DMB&B shuffling staff on the account, according to sources.

Copyright February 1997, Crain Communications Inc.

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