P&G's Crest enters anti-aging market

CINCINNATI: Procter & Gamble's Crest brand has marked its entry into the anti-aging category with the launch of a marketing campaign for its new Crest Whitestrips Renewal tooth whiteners.

CINCINNATI: Procter & Gamble's Crest brand has marked its entry into the anti-aging category with the launch of a marketing campaign for its new Crest Whitestrips Renewal tooth whiteners.

The campaign, featuring the theme "Keep them guessing," is aimed at women age 35 and older.

Besides television, print, and online advertising, the campaign includes a PR effort designed to get "real people" to model their own smiles.

DeVries Public Relations, New York, is coordinating the PR for Crest Whitestrips.

David Dintenfass, associate marketing director of P&G oral care, said Crest is playing off the idea that a "bright, white" smile makes it hard to guess a woman's age.

The heart of the PR effort will be Crest Whitestrips' first-ever micro-site, Keepthemguessing. com. Dintenfass said a pair of female celebrities, OC actresses Kelly Rowan and Melinda Clarke, will kick off a photo contest on the site.

As part of the contest, Crest is asking consumer pairs, such as mothers and daughters who are often mistaken to be sisters, to submit their pictures in the online gallery for a chance to win a grand-prize trip for two to Los Angeles.

The winners will get the chance to meet the celebrities, a makeover, a professional photo shoot, $2,500 in spending money, and two kits of new Crest Whitestrips Renewal.

At the website, visitors can also access interactive games, coupons, and detailed product information.

Dintenfass said the celebrities would promote the product and contest through satellite media tours, ANRs, and in-studio interviews.

There will also be outreach to consumer magazines and newspapers.

The promotion is tied in with TV and print efforts intended to keep people guessing. Print ads, running in publications such as Good Housekeeping, Redbook, and InStyle, will ask readers to guess the subject's age by checking off a box. Saatchi & Saatchi, New York, is doing the creative for the advertising campaign.

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