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Ending a relatively quiet period with few new blockbusters, the oral care wars will heat up again this fall as global tooth titans Proctor & Gamble and Colgate-Palmolive face off with a trio of launches backed by a combined $100 million in marketing support.
While the two have been playing a game of one upmanship for decades, Crest fell to the No.2 slot two years ago after the launch of Colgate Total toothpaste. Now, both giants are looking to heighten product appeal with the promise of more all-in-one solutions and premium entries that have propelled category growth of late.
P&G is putting $70 million in marketing muscle behind the launch...