P&G Will Push New Crest Pro-Health With $100 Million Ad Blitz
Ad Age, Tuesday, June 27, 2006 12:45 PM
Procter & Gamble wants to return its Crest brand to the No. 1 spot in the toothpaste market, and is going to spend $100 million in marketing to achieve its goal. The company plans to launch a marketing blitz in support of a new product under the Crest brand called Crest Pro-Health Toothpaste, to overtake rival Colgate Total for the top market spot. The focus of the campaign will be on the company's claim that Crest Pro-Health is accepted by the American Dental Association for treating all seven leading oral-care problems at once, a positioning no other toothpaste has ever claimed. The seven hot spots are: cavities, gingivitis, tartar, sensitivity, stains, plaque, and bad breath. "You're going to see us focus on what's really most relevant to the consumer, which is that they can get everything at the same time," said Crest marketing director Matt Barresi. "It's not just a litany of minor things. They're the things dentists and the American Dental Association care about." Although Colgate-Palmolive has downplayed the launch so far, it's clear the company is taking Pro-Health seriously. Earlier this year, it began buying up top keyword positions in Google and Yahoo covering most of the oral-care problems Pro-Health will claim to combat, an unusual move for a package-goods marketer.
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