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Procter & Gamble, banker of top-selling Crest toothpaste, for years has had that ”gleam” in its eyes at the besom market.

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In 1977, Procter abominably approved to buy the Reach besom back Du Pont was auction the brand. So, too, did Warner-Lambert, maker of Listerine. The champ in that ”auction” was Johnson & Johnson, whose Reach cast now sells 20 percent of a $400 million-plus besom market.

But the association at Procter can be actual patient. This week, P&G is introducing to baddest markets in Texas a besom alleged Crest Complete.

This besom is declared to accept bouncing bristles advised to do a bigger job of brushing.

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While Procter is hasty its new besom assimilate the market, added antagonism is surfacing, with Beecham Products rolling out nationally its Aqua Fresh-brand besom that went into analysis markets in the East aftermost fall.

What the besom bazaar doesn`t charge is addition brand, never apperception two of them. There is affluence of competition; you charge alone to go to your angishore to analysis them all out, including Gillette`s Articulate B, which may able-bodied accept a third of the market, J & J`s Reach and Colgate, with about 10 percent. Additionally into the act is Chicago-based John O. Butler Co., as able-bodied as affluence of

”cheapies.”

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Sources say Procter is activity to put a big block of money abaft Crest Complete, and that`s acceptable annual for media as able-bodied as for ad bureau Leo Burnett Co., with the assignment.

Crest Complete care to be broadcast nationally in 1992.

With Crest Complete, Procter can be accepted to arise assorted promotions involving its toothpaste, including Gleem and Crest, the closing alien in 1956 and now affairs about 35 percent allotment of the calm toothpaste market, with the firm`s Scope.

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The Crest name no agnosticism will advice P&G; so will the Aqua-Fresh characterization for Beecham. Aqua-Fresh toothpaste was alien to this country in 1979 afterwards accepting been awash in Britain. This adhesive now sells a actual admirable 10 to 12 percent of the dentifrice market.

Something`s got to accord in this war of bristles, and who knows, conceivably besom purchases will increase. While abounding consumers change brushes maybe three, four or bristles times a year, the boilerplate is alone about 1.5.

EDELMAN WESTWARD BOUND

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What did PR elder Dan Edelman achieve in a aloof assured two-week cruise to the Far East? On the border are new offices in Taiwan and Thailand

(Bangkok) and an accretion in Melbourne, which will strengthen Edelman Accessible Relations Worldwide`s attendance in Australia, area the close has offices in Sydney and Melbourne. An arrangement in Taiwan is ”definite,” Edelman, chairman-CEO of the close address his name, told this column. Bangkok is in the altercation stage. Edelman aready has Pacific units in Tokyo, Singapore and Kuala Lumpur. Edelman has Europe appealing able-bodied covered, and it appears that Brussels is aing as a priority. Edelman has an associate in Brussels, but the close wants its own arrangement there. Edelman-its two better offices in Chicago

(fee assets of $8 million) and New York ($13 million)-finished its budgetary year June 30 with absolute fee assets of $48 million. Separately, Edelman Chicago called Valerie Woods a co-deputy administrator in its Chicago office, d a column additionally captivated by Cathy Johnson. Both are controlling VPs.

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– Illinois State Action added narrowed a analysis of its a $20 actor announcement annual to 14 agencies, including bounden Bozell Chicago. All accept been asked to abide accounting proposals by Sept. 3. Conceivably bristles finalists will be asked after to accomplish articulate presentations, says Lois Shelton, administrator of business for the lottery. Contenders additionally are Ogilvy & Mather; Young & Rubicam; Tatham RSCG; BBDO; Foote, Cone & Belding; Bayer Bess Vanderwarker; DDB Needham; J. Walter Thompson USA; Lois/GGK; D`Arcy Masius Benton & Bowles; Wells Rich Greene BBDP; and Grant/Jacoby.

On the move: Fran Johns, a accumulation artistic administrator at DDB Needham Chicago, was adopted a chief VP. . . . David Whelan was called Midwest ad administrator for House Beautiful Special Interest Publications. . . . Marion E. Gold was answer to controlling VP, accepted administrator of Frank J. Corbett Inc.`s Pragmaton division.

Strictly Personal: Birthday greetings to Graziano Buzzi, Sally Bosch, Walter Nathan, Nancy T. Albert, Nancy Harmel, Van Kaiser and David S. Richman. Pierson & Flynn was assigned TV and Yellow Pages announcement for avalanche procedures by Medical Management of America Inc., the arrangement advocacy to $3 actor its absolute capitalized announcement from the Chicago-based client. The Chicago bureau had been alive on radio and book for avalanche advertising, as able-bodied as all announcement for adorable keratotomy, a action to actual nearsightedness.

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– Jim Beam Brands arrive three accessible relations firms-Golin/Harris Communications, Bozell and Fleishman-Hillard, all Chicago-in a antagonism for its flagship Jim Beam Bourbon and Booker`s Bourbon. The champ will accomplish Chicago PR close Landers Larson, which continues on Gilbey`s gin and Dalmore distinct malt scotch for the Deerfield-based distiller.

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