Marketing in Brief: P&G's Crest
This article was originally published in The Rose Sheet
Executive Summary
P&G's Crest: Repackaged toothpaste line on shelves now nationwide. The new packaging, appearing across all SKUs, features a white background with a pennant on the right side of the carton indicating the product version. P&G, which had not changed its packaging for Crest since the mid-1980s, has done so now to facilitate consumer selection and improve shelf presentation, the firm said. The retooled line now resembles the packaging for Crest MultiCare, an "all in one" toothpaste which is being test marketed in Tulsa, Okla. and is scheduled to launch this spring. According to P&G, Crest held a 33.7% market share in the fourth quarter of 1996, a 3% increase from the previous 12-month period...