CINCINNATI: Procter & Gamble is working with DeVries to launch a line extension of its Crest Whitestrips and a new Crest tooth whitening gel.
Communications about the new products will center on educating consumers about the capabilities of the offerings, said Bryan McCleary, director of global PR for oral care at P&G.
Consumers think tooth-whitening products don't last as long as whitening treatments done by dentists, McCleary explained. The new campaign will emphasize that Crest's Whitestrips Premium Plus whiten teeth for 18 months.
Outreach to media and consumers for Crest Whitestrips Premium Plus and Crest Night Effects Premium for Sensitive Teeth began early in April with a launch breakfast featuring movie star Brittany Murphy.
Efforts also include a sweepstakes giving away 18 Botkier handbags -- trendy offerings from a Brooklyn-born designer - to remind consumers that the product whitens for 18 months.
Both Murphy and the handbag giveaway are designed to tie the new products into popular culture icons.
Media and consumer outreach with DeVries, Crest's long-time agency, began before advertising for the new products.
"We consider PR to be a key part of the Crest marketing mix. It's not PR versus advertising, its PR plus advertising," said McCleary. "We lead with PR and we leverage it throughout the year."