Crest/Seacrest partner up
This article was originally published in The Rose Sheet
Executive Summary
"Ultimate host" Ryan Seacrest (American Idol, Dick Clark's New Year's Rockin' Eve) joins Crest for yearlong campaign behind newly launching Crest Extra White plus Scope toothpaste, Scope White rinse and Glide Whitening plus Scope flavor floss, P&G brand announces Sept. 18. Partnership includes advertising, an interactive campaign, in-store promotions, public relations events and appearances and an online search for "the most confident smile in America," company says. Winner of that search will become official "Miss/Mister People's Choice" and will present trophies onstage at the People's Choice Awards. Consumers 21 years of age or older can enter by posting a photo on 1http://www.SmileSpotLight.com and explaining "how their white smile and fresh breath make them feel confident," Crest says. Three finalists selected Nov. 8 will be whittled down to one by popular vote at same time that "America votes for their favorite celebrities to win a People's Choice Award on PCAVote.com." Winner will be announced Dec. 10, according to release...