In a Battle of Toothpastes, It’s Information vs. Emotion

Two new competing toothpastes are taking two different approaches.

Proctor & Gamble is backing its new Crest line, Pro-Health, with $100 million in advertising dollars and a slew of information, and Colgate-Palmolive is fighting back with record ad-spending, and working the emotional angle with spokesperson and real-life mom, Brooke Shields.

While the target for both products seems the same, it will be interesting to see which approach consumers like better - information or emotion.

~A

In a Battle of Toothpastes, It’s Information vs. Emotion - New York Times
PROCTER & GAMBLE is fighting to be tops in toothpaste again.

In a bid to regain the sales lead from its rival Colgate-Palmolive,
the Procter & Gamble Company has introduced Crest Pro-Health, which
claims to deliver in one tube everything a consumer could possibly want
in a toothpaste.