Time to skip whitening treatments? Crest 3D White products make the case

 

 

Time to skip whitening treatments?
Crest 3D White products make the case

 

Everyone wants a whiter smile, but few have time to use trays or sit through expensive whitening treatments. This year, Crest seeks to lead the over-the-counter teeth whitening category with their new 3D White product line and Vivid White toothpaste. Crest claims the cool mint toothpaste can remove up to 80% of surface stains in just 14 days without harming enamel – one of the primary concerns with whitening products and treatments. If the product claims are true, consumers can get quality results and whiter teeth by simply brushing with this new toothpaste.

To launch its new family of products, Crest employed an integrated marketing campaign that began with a stylish launch event on April 6^th in New York’s Herald Square. Oral-B and Crest recruited design artist Julian Beever to make a 3D “white-carpet” for the event. Company spokesperson, Michelle Trachetenberg, seen in “Gossip Girl” and “Mercy”, provided star power. Additionally, Crest sponsored professional hair and make-up styling for 200 consumers who walked the “white-carpet,” positioning the new line of whitening products as a premium product that fits right in with a professional makeover. As if the pampering weren’t enough, all 1,000 consumers who attended the event had a professional photo taken and posted to Crest’s Flickr account. 

Just before the launch, Crest aired a TV Commercial detailing the product features. To complement the launch, Crest offered free samples of 3D White products through the P&G sampler website. Samples, which were available to anyone who registered for the P&G site, included Vivid Toothpaste, whitening rise and Advanced Vivid Strips. The launch was publicized through online ads and coupon offers on sites including: www.drugstore.com, www.amazon.com, www.soap.com and www.estore.com. Crest also created a Facebook page and ran magazine ads.

"We wanted to bring the product benefit to life and allow for customers to experience their own 'smile and stand out' moment with 3D White," said Brand Manager Dimitri Haloulos. "This event was a great success for us, and we were able to bring forward a unique and enjoyable consumer event." Celebrity Dentist Dr. Catrise Austin added, "I recommend skipping the costly 1-hour in-office whitening, and start the fall fashion season in style with the new Crest and Oral 3D White collection."

The product already has a flurry of positive reviews online stating that the Crest 3D line really works--and with a ringing endorsement from a celebrity dentist who handles Toni Braxton's gleaming smile, how can this launch go wrong?

If you would like help planning your next launch, contact us at launch@schneiderpr.com or on Twitter @SchneiderPR.

Comments

[ValerieLovesWhiteTeeth]

I have been using the Crest 3D White Vivid tooth past for about 3 months now. Though it is a great tooth paste and I believe it does help maintain a white smile, I don't think it is going to whiten anyones teeth by more than a shade or two. So depending on how stained your teeth are you may need to use another product to help you get your teeth as white as you would like them to be.