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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Colgate: Simply White home tooth whitening entry will be supported with $60 mil. introductory ad campaign, Colgate-Palmolive says. Ad budget marks largest spend level for Colgate launch since debut of Colgate Total toothpaste in 1998, company adds. Firm plans to push up advertising start date due to "extraordinary" demand from retailers. Simply White will compete with Procter & Gamble's Crest Whitestrips as a lower priced alternative (1"The Rose Sheet" May 13, 2002, p. 5). Product is expected to generate $50 mil. in first-year U.S. sales (2"The Rose Sheet" July 29, 2002, p. 7)...

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