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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Crest five-minute whitening: Procter & Gamble will support its new five-minute home-use whitening strips, Crest Whitestrips Daily Multicare, with a national ad campaign built around the theme, "The Brightest Five Minutes of Your Day," firm says. The campaign will feature print ads in April books, TV ads breaking March 26, consumer promotion and branded Web sites, among other initiatives, P&G says. Crest Whitestrips Daily Multicare are the first to whiten teeth in five-minute applications by removing surface stains. They also protect teeth from stain buildup, as daily use outpaces the rate of stain formation, not allowing stains time to accumulate, P&G claims. Available now, the strips retail for $39.99 for 42 applications, with each pouch containing one upper and one lower strip...
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