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P&G’s “Experiential” Crest Be Among “Strong” New Oral-Care Innovations

Executive Summary

Crest Be is a new “experiential” toothpaste line that will debut in February as part of a “very strong” bundle of innovative oral-care products, Procter & Gamble reports in fiscal 2014 second-quarter earnings call. The Crest launches, in addition to new whitening and sensitivity formulas, will be supported with increased ad spend focused in the digital realm.

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