Colgate backing Baking Soda & Peroxide Whitening Toothpaste with $32 mil. ad budget.
This article was originally published in The Rose Sheet
Executive Summary
COLGATE BACKING BAKING SODA & PEROXIDE WHITENING TOOTHPASTE WITH $32 MIL. in advertising and promotional budget beginning in 1997. Colgate-Palmolive claims the ad budget is the "biggest support plan ever in the whitening segment." Of the planned spending outlay, $26 mil. will be dedicated to a T.V. and print ad campaign created by Young & Rubicam that is scheduled to begin in February.