Timing is core of P&G's new Whitestrips effort

CINCINNATI: Procter & Gamble is introducing its newest member of the Crest Whitestrips product line, Crest Whitestrips Daily Multicare, with one of the largest launch campaigns in the product line's history.

CINCINNATI: Procter & Gamble is introducing its newest member of the Crest Whitestrips product line, Crest Whitestrips Daily Multicare, with one of the largest launch campaigns in the product line's history.

The effort will include a PR campaign, online sweepstakes, and TV and print efforts.

David Dintenfass, associate director of global whitening at P&G, said the idea behind the product was to find a way for people to whiten their teeth without taking too much time out of their daily routine. The theme of the campaign is "the brightest five minutes of your day."

The PR campaign includes promotion for the sweepstakes, media outreach, and a satellite media tour featuring product spokesman and celebrity makeup artist Vincent Longo. Longo will do magazine and in-studio interviews promoting the sweepstakes, as well as discussing the latest trends in celebrity looks.

The sweepstakes will launch March 26 at Brighter5.com. The winner, chosen at the end of June, will receive an all-expenses-paid trip to New York City and will get a personal makeover from the "Brighter Five Team," which is made up of beauty experts in the areas of makeup, hair, fashion, eyebrows, and teeth.

"The idea of the sweepstakes is that that the strips are a way to beautify your smile in five minutes," Dintenfass said. "And the winner will learn how to beautify their whole look in just five minutes."

P&G will also select 15 second-place winners who will receive a variety of beauty care products "that only take five minutes a day to use," Dintenfass said.

Media outreach will target the top 250 newspapers and 100 long-lead publications, in addition to trades, local and national broadcast, and beauty Web sites. P&G is working with DeVries Public Relations on the effort.

Dintenfass said the predominant target would be women, who make up 60% of Whitestrips users, but it would target men, as well. It is also targeting users and non-users.

"We're a large enough [market] share that we focus mostly on consumers who aren't whitening at all," he said. "Our focus is how do we bring new people to the category, and how do we make people who use them feel this is more convenient?"

Dintenfass wouldn't disclose the PR budget, but said P&G was "putting a significant investment behind bringing this product to market."

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