Thursday, May 17th, 2012
Amidst a recession filled with sad faces, Proctor & Gamble Co. (P&G) is offering Americans something to smile about?whiter teeth with the new Crest Whitestrips Advanced Seal.
According to analysts, the product has been fairly successful, but has failed to exceed expectations. A bulk of the consumers tried the product, but never tried again. However, market studies say that over 100 million people want to whiten their teeth but have never tried the product?that?s a big market that Crest has the opportunity to convince.
?To do so, P&G plans to spread the love.? writes Jack Neff of Advertising Age. ?It?s touting Advanced Seal’s four-layer design, which molds to and stays on teeth even when you’re drinking, talking or kissing,? Neff described.
On January 30, P&G will launch a 3-D Website that tries to convince consumers why they should use this teeth-whitening product. In the site, which was created by Digitas, browsers will be able to select numerous steamy kissing scenes. At the end of each scene, the couples reveal that they are both wearing Advanced Seal Whitestrips.
To direct consumers to the site, Crest is relying on its brand familiarity and its current popular circulation, which includes an unpaid product placement in the Warner Bros. movie ?He?s Just Not That Into You? that will premiere next month.
The product will be pitched against actual dental cleaning services, which costs around $500. On the other hand, Crest Whitestrips Advanced Seal will be a less expensive option for the consumer at $45. And if you take this price difference into the context of the current recession, Crest just might pull this one off.
