Aug 21

P&G Thinks Nontraditionally for Launch of Unconventional Product

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BATAVIA, Ohio (AdAge.com) — Procter & Gamble Co. is trying something decidedly new with toothpaste: launching a product designed to be used once a week. And Crest, long one of P&G's biggest-spending media brands, is also taking a different tack in its marketing approach for the brand.

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