Crest Extra Whitening 14 mil. piece NewsPouch sampler program begins; ads under way.
This article was originally published in The Rose Sheet
Executive Summary
P&G CREST EXTRA WHITENING NEWSPOUCH SAMPLER is scheduled for distribution in Sunday newspapers in the Midwest and the South on March 22 and the West Coast and Central states on April 5. The sampler is part of an estimated 14 mil. piece promotional effort for Procter & Gamble's recently launched toothpaste and its Crest MultiClean toothbrush that began with a March 1 drop on the East Coast. Each sampler contains two .9 oz. packets of Crest Extra Whitening and a toothbrush coupon.
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Marketing In Brief
ModiFace launches forecasting tool: Toronto-based virtual makeover firm introduces ShadeCast, a makeup sampling and forecasting tool based on behavioral tracking. ShadeCast is used in conjunction with iPhone application MakeUp, which allows consumers to virtually try on makeup in hundreds of shades from brands including Revlon, Cover Girl, Lancome and Clinique. ShadeCast offers 1,000 cosmetic shades from 40 brands and assigns a ShadeScore "to approximately position the [app's] hottest and most sampled color." ModiFace exec Nikkie Gatto likens the app to radio music playlists, helping consumers "looking to capture the current look, but also provide vital market intelligence to our retail channel partners," she says in Nov. 3 release. "The value of data to demonstrate the aggregate behavior will help the industry predict the latest trends and help cosmetic manufacturers better understand the color and products which most resonate with online and iPhone virtual makeover users," the company says