P&G to put muscle behind Crest

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Procter & Gamble Co. will break an estimated $30 million-plus new campaign for Crest toothpaste this Sunday night from MacManus Group, New York. The campaign precedes a special Crest Tartar Control promotion of two tubes for the price of one this September. P&G execs contend the promotion is meant to protect P&G share against heightened competition, including the expected introduction of Colgate-Palmolive's triclosan-based Total toothpaste, which as reported earlier, is expected by the end of '96. P&G also has switched professional advertising responsibilities for its Crest Complete toothbrush to DMB&B's Medicus group from LMPM. Leo Burnett USA remains agency for Complete consumer efforts. But the move has prompted some speculation that P&G may choose to enter the U.S. toothpaste market with a triclosan-based product under the Complete name. P&G already sells a triclosan entry in Canada under the Crest Ultra name.

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