P&G backing Crest Gum Care debut with $25-30 mil. ad budget.
This article was originally published in The Tan Sheet
Executive Summary
P&G CREST GUM CARE LAUNCH INCLUDES CONSUMER EDUCATIONAL CAMPAIGN and marketing targeted at the dental profession in addition to consumer advertising. Procter & Gamble will begin a national roll-out of the Crest gingivitis toothpaste on July 31 with the expectation that the product will be on store shelves by late August or early September. P&G announced the introduction at a press conference in New York City on July 25.