Procter & Gamble is heating up the competitive U.S. toothpaste segment with an aggressive new advertising campaign supporting the clinical benefits of Crest Pro-Health toothpaste.

The new campaign includes national television and print ads, in addition to Internet web promotions, the company claims.

Ads tout the multiple benefits of the now-available Crest Pro-Health toothpaste, as the "first and only" of its kind with the ADA seal of approval for cavity protection, sensitivity, tartar, whitening, fresh breath, gingivitis and plaque benefits (¹ Also see "Crest Pro-Health Benefits Squeezed Into Whitening Toothpaste" - Pink Sheet, 26 June, 2006., p. 8).

In the 30-second TV spot, which broke mid-August, a spokesman wearing a lab coat highlights the seven areas of dental health dentists check for, and notes Crest Pro-Health addresses all those areas.

"To help make sure your mouth is at its healthiest, dentists usually check all these areas. Ordinary toothpastes only protect some of them," he states.

P&G also is launching a print campaign in national publications in line with the TV spots. P&G also recently launched ² www.crestprohealth.com, a promotional site that includes discounts on purchases of the product.

The ad effort is likely positioning Crest Pro-Health toothpaste against Colgate-Palmolive's Colgate Total franchise, which has dominated the category with a multi-benefit positioning since it launched in 1997. Recently, Colgate stated it would look for opportunities to grow in the "multi-benefit" oral care market in the U.S. (³ Also see "Colgate Eyes Opportunities In “Multi-Benefit” Oral Care Segment" - Pink Sheet, 19 June, 2006., p. 10).

For the 52 weeks ended July 16, Colgate had a 35.3% share of the U.S. mass market toothpaste category (excluding Wal-Mart), while P&G had a 35% share, according to data from Information Resources, Inc.

P&G notes it plans to expand Crest Pro-Health with additional oral care products. Crest Pro-Health Rinse mouthwash, the premiere product in the line, debuted in 2005 with a $100 mil. promotional campaign.

[Editor's note: This story was contributed by " ⁴ The Rose Sheet ," your source for cosmetics industry news. For more information call 1-800-332-2181.]

Crest Pro-Health Campaign Promotes Multiple Benefits Of Toothpaste

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