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D’Arcy Masius Benton & Bowles here is developing a new campaign for Crest toothpaste after successfully defending the business against another Procter & Gamble roster shop, sources said last week.
DMB&B’s new campaign features adults talking about how they were raised on the Crest brand. The theme, said sources, is based on the notion that ‘Behind every smile there’s a Crest kid.’
It is believed that P&G recently met with at least one of its other agencies, possibly Leo Burnett Co.
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