Word: crest
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...PLACE by William Brammer. 462 pages. Crest...
...Only it doesn't end like that for the bull-necked actor who played the butcher in Marty, Ernest Borgnine, 47. Only 38 days after he wed his third wife, Musicomedienne Ethel Merman, 55, Ethel left his bed and board and headed in a huff for the Beverly Crest Hotel. As his sidekick used to say, after he'd closed the shop for the day, "I dunno, Marty, whaddayuh doin' tonight...
Last week the toothpaste business was again agitated over fluorides. The A.D.A. gave Colgate's new fluoridated Cue toothpaste the same pat on the back it had awarded Crest...
Even before announcement of the award, Bristol-Myers pronounced its new fluoride paste - Ipana Durenamel - more effective than Crest in reducing tooth decay. Madison Avenue advertising agencies rubbed their hands with glee: toothpaste ad budgets are sure to rise over last year's record $35.5 million...
...toothpaste pattern now shapes up something like this: from 12% of the market four years ago, fluorides have grown to 35% of total toothpaste sales in the U.S., and the percentage seems sure to rise further. Crest still dominates the market, with 30% of all toothpaste sales. Far behind trails Lever Brothers' Pepsodent Fluoride, as well as Colgate's and Bristol-Myers' other fluoride brands - all of which total about 5% of the market. The A.D.A. endorsement is bound to help Colgate's new brand. But almost unnoticed last week was the fact that the A.D.A...