P&G readies new ads, product to bolster Crest

Sloan, Pat
August 1996
Advertising Age;8/5/1996, Vol. 67 Issue 32, p4
Trade Publication
The article reports that Procter and Gamble Co. is expected to unveil by mid-October 1996 a new toothpaste to combat Colgate-Palmolive Co.'s Total brand, which could also be hitting the U.S. market soon. The Procter and Gamble product is part of a multiprong effort to reverse sales and market share declines in the toothpaste and toothbrush categories.


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