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P.M. toothpaste launches on satellite.(Arm and Hammer)(Brief Article)

Campaign

| June 01, 2001 | Tylee, John | COPYRIGHT 2001 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Arm & Hammer, the toothpaste and baking soda manufacturer, is turning to TV to steal a march on rivals by staking its claim to offer night time protection for teeth.

The US consumer products company is putting 1.2 million [pounds sterling] behind the launch of a new product, called P.M., which it claims will lead it into a new and untapped sector.

The advertising, which breaks on satellite channels on Monday, is the work of Scholz & Friends, which took on the Arm & Hammer account when it acquired CKMP in August last year.

P.M. is designed to reduce the build-up of sticky plaque and bad breath bacteria at night.

Written and art directed by John Kennedy and Steve Spence, the agency's creative directors, the 30-second spot takes a humorous look at a date ...

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