SuperBrands 97 Category Ranking: HEALTH & BEAUTY AIDS

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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

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