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Colgate May Ratchet Up Its Ad Spending

Advertising Age | by TVNewsCheck

For years Colgate-Palmolive Co. defied odds as it held or gained share in the U.S. despite being massively outspent by bigger rivals, particularly Procter & Gamble Co. But in a growing number of categories — including toothpaste, deodorant, body wash, dish soap and pet food — Colgate has been losing share at an accelerating pace lately, fueling speculation that it will have to hike marketing spending dramatically next year.