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Mentadent Addition From APL’s Turf Is First Non-‘Club’ Launch in U.S.
NEW YORK–Gotham will break a campaign for Mentadent’s new Crystal Ice toothpaste in early January, the latest assignment the agency has landed from Unilever.
Gotham is one of a number of smaller shops Unilever has been experimenting with beyond global “club” agencies McCann-Erickson, Ogilvy & Mather, J. Walter Thompson and Ammirati Puris Lintas. APL continues to be the lead agency on Mentadent.
Goodby, Silverstein & Partners is expected to launch a new skin-care brand from Unilever’s Home and Personal Care division early next year.
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