P&G to Push New Crest Toothpaste

CINCINNATI – Procter & Gamble will spend nearly $5.5 million this spring advertising its new Crest toothpaste with baking soda. The consumer push will also include 14.5 million samples and a tie-in with Scope mouthwash and the Crest Complete toothbrush. The toothpaste starts shipping to the trade Feb. 15; advertising begins a month later. FSIs are scheduled for late March and early April, sources said. In April P&G will also package quarter-ounce tubes of baking soda toothpaste with 24-ounce bottles of Scope. Last month P&G began a sampling campaign to dentists and hygienists and a direct-mail trial offer. All told, about 6 million samples will be distributed to dental patients.
Copyright Adweek L.P. (1993)