SuperBrands 96 Category Ranking: HEALTH & BEAUTY AIDS

Mentadent’s baking-soda-and-peroxide combination continues to attract consumers. The
brand moved up to the No. 3 spot in the past year and has spawned a host of copycat
Brand Co. Name, Location
Lead Agency, Location
Sales: (millions)
Media Exp.:(millions)
1 Crest Procter & Gamble, Cincinnati
D’Arcy Masius Benton & Bowles, New York
Sales: $425.5
Media Exp.: $74.6
2 Colgate Colgate-Palmolive, New York
Young & Rubicam, New York
Sales: $266.5
Media Exp.: $36.5
3 Mentadent Chesebrough-Pond’s, Greenwich, Conn.
Ammirati & Puris/Lintas, New York
Sales: $172.7
Media Exp.: $33.2
4 Aquafresh SmithKline Beecham, Pittsburgh
Grey Advertising, New York
Sales: $120.8
Media Exp.: $35.4
5 Arm & Hammer Church & Dwight, Princeton, NJ
Partners & Shevack, New York
Sales: $93.1
Media Exp.: $6.0
Sources: Information Resources Inc.(sales); Competitive Media Reporting
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