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Launches new whitening toothpaste on tour.
May 5, 2011
By: TOM BRANNA
Editor
Tom’s of Maine plans to bring back the natural beauty of smiles with its new, natural whitening toothpaste Simply White, and a fun partnership with Sheryl Crow’s “100 Miles From Memphis” concert tour kicking off May 7.The project involves greening the concert tour, beautification events in key markets, a live chat with Sheryl Crow and an exclusive free song download for fans while supplies last. “We wanted to find a memorable way to introduce Simply White and celebrate natural beauty,” said Ellen Saksen, oral care associate brand manager at Tom’s of Maine. “Sheryl Crow is an American icon who shares our passion for the environment and healthy living. As we take Simply White on tour, we hope people will join us on the ground to bring back natural beauty and think about ways they can take care of their own natural beauty.” Through support from Tom’s of Maine and Reverb, the music industry’s leading environmental organization, Sheryl Crow’s spring tour will feature sustainability changes such as biodiesel fuel, recycling bins at concert venues and a commitment to natural cleaning products, local and organic catering and reusable/biodegradable hospitality products, among other initiatives. At her tour venues, concertgoers can visit Tom’s of Maine at the on-site Eco-Village to learn more and to receive a free sample of Simply White toothpaste while supplies last. To help celebrate the Simply White launch, Tom’s of Maine will be partnering with non-profits in select cities to help restore parks, rivers and gardens with volunteer beautification efforts. The events are scheduled for Boulder, CO (May 14), Eugene, OR (May 14), Boise, ID (May 14) and Salt Lake City (June 24). Local residents can join in the fun and help with projects fit for all ages. Tom’s of Maine is providing funding for trees, flowers, supplies and equipment and will offer free Simply White samples as a “thank you” to participants while supplies last. Details, including time and location, are available at facebook.com/tomsofmaine.
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