Having lost its spot as the top toothpaste to Colgate-Palmolive's Colgate brand, Procter & Gamble has launched a $100 million campaign from Publicis Groupe's Saatchi & Saatchi, New York, touting the dental benefits of its new Crest Pro-Health. Colgate is trying to maintain its lead with a warm and fuzzy pitch from actress Brooke Shields, emphasizing that moms think the brand is good for their kids.

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