Crest to Enter Anti-Aging Category

Procter & Gamble’s Crest brand announced a first in oral care: its entry into the anti-aging sector with the introduction of new Crest Whitestrips Renewal. A marketing campaign including television, print and online advertising, in-store displays, consumer promotions, public relations and interactive elements will introduce the product, which is the lastes line extension of Crest Whitestrips. National print and television advertising, targeted to women, is currently featured. The integrated marketing campaign also includes Crest Whitestrips’ first ever micro-site, http://www.keepthemguessing.com. The site will feature a dynamic celebrity pair who keeps people guessing about their ages to kick-off an age-defying photo contest. Consumer pairs such as mothers and daughters who are often mistaken as sisters or friends or any other duo who looks years younger than they really are will be asked to submit their own pictures in the online gallery for a chance to win a special grand prize. The winners will receive a trip for two to Los Angeles, a chance to meet the celebrities, a makeover, professional photo shoot, $2,500 in spending money and two kits of new Crest Whitestrips Renewal. The micro-site will also allow visitors to access a variety of interactive games, coupons and detailed product information. Crest Whitestrips Renewal is now available nationwide anywhere Crest Whitestrips and other Crest products are sold for a suggested retail price of $39.99 per kit.