Mentadent Crystal Ice toothpaste launching with $20 mil.- plus in TV, Internet ad support.
This article was originally published in The Rose Sheet
Executive Summary
MENTADENT CRYSTAL ICE $20 MIL.-PLUS AD CAMPAIGN FOR TV, INTERNET begins Oct. 1 for the new toothpaste from Chesebrough- Pond's. Mentadent Crystal Ice "whitens teeth," provides "long lasting fresh breath" and is the fourth addition to the five- year-old baking soda and hydrogen peroxide dentifrice line. The line extension is shipping now to retail shelves. Ads are being designed by New York City-based Ammirati Puris Lintas.