P&G Kicks Summer of Sensitivity Campaign

Procter & Gamble has kicked-off the Crest Pro-Health Sensitive Shield Summer of Sensitivity campaign in partnership with actress Alison Sweeney and Feeding America, the domestic hunger-relief charity.

For every tube of Crest Pro-Health Sensitive Shield toothpaste sold in the U.S. between July 1 and Sept. 1, 2010, Crest will donate 10 cents to the charity—with a guaranteed minimum donation of $100,000. The money will help feed more than 37 million Americans, including 14 million children and three million seniors, in local communities across the country.

“When it comes to proper nutrition, I believe there shouldn’t be compromises. Same goes for my oral care routine. I use Crest Pro-Health Sensitive Shield toothpaste to help treat my sensitivity without trading off any of the other important oral care benefits that only the leading toothpaste, Crest Pro-Health can cover,” said Sweeney, who is host of NBC’s “The Biggest Loser.” “That’s why I’ve teamed up with the maker of Crest Pro-Health Sensitive Shield. We believe no one should have to make compromises when it comes to having access to nutritious food, so I am thrilled to be working with them on this Summer of Sensitivity campaign to help feed people in local communities across the country.”

To kick off the event, Sweeney was onsite at New York City’s Penn Station yesterday asking commuters and others to trade-up to Crest Pro-Health Sensitive Shield toothpaste. For each tube of toothpaste traded up, Crest Pro-Health Sensitive Shield made a donation to Feeding America to support the fight against hunger.