Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Toothpaste
Category leader P&G suffered through a difficult year, marked by the disappointing performance of Gum Care, rolled in 1995. No. 2 Colgate fared better, while No. 3 Mentadent lost some of its momentum.
Rank….Brand…………… Company.Name, Location
.Lead Agency, Location
…Sales (millions):
…Media Expenditures (millions):
1….Crest…………………..Procter & Gamble, Cincinnati
..D’Arcy Masius.Benton & Bowles, New York
…Sales: $423.8
…Media Expenditures: $43.9
2… Colgate……………… Colgate-Palmolive, New York
..Young & Rubicam, New York
…Sales: $280.3
…Media Expenditures: $42.4
3….Mentadent…………..Chesebrough-Pond’s, Greenwich, Conn
..Ammirati & Puris/Lintas, New York
…Sales: $175.8
…Media Expenditures: $37.5
4….Aquafresh…………..SmithKline Beecham, Pittsburgh
..Grey, New York
…Sales: $143.2
…Media Expenditures: $20.2
5….Arm
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in