The Crest company could co-brand with Arm and Hammer baking soda. The benefit to this would be creating a toothpaste that can help with whitening. A benefit to licensing this product, is people know the Arm and Hammer brand, and they know baking soda helps with whitening. I believe this product is a good fit to have as a mixed brand, because there are other products that can help with teeth cleaning and whitening. Crest toothpaste could help with introducing a new product by brand extension, because Crest is a well known
