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Marketing In Brief

Executive Summary

Crest: Vivid White Night is a nighttime toothpaste that reduces surface stains by up to 84.9% in 14 nights for a "noticeably whiter smile," according to Procter & Gamble. Formula is similar to Crest Vivid White, a daytime whitening formula, but contains higher concentrations of active ingredients, including sodium hexametaphosphate, firm notes. Launching in September, Vivid White Night also contains two types of silica that work together to gently polish teeth, while micro-cleansing whiteners coat teeth and loosen stains overnight, company claims. Product comes in Moonlight Mint and Revitalizing Mint flavors for $3.99. P&G launched Crest Vivid White last year (1"The Rose Sheet," April 19, 2004, Marketing In Brief)...
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