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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Crest Vivid White: Procter & Gamble is supporting the launch of its newest whitening toothpaste with television and print ads, as well as FSIs and coupons, the company says. The product provides a "noticeably whiter smile in just 14 days," P&G claims. The formula should be used twice daily, brushing for two minutes each time, the firm instructs. Vivid White uses WhiteBond advanced whitening technology that polishes, removes stains and gives teeth a protective coating, according to P&G. The formula comes in two flavors, Refreshing Mint and Invigorating Mint, for a suggested retail price of $3.99...
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