• May 8, 2007

Aquafresh, a division of GlaxoSmithKline, is launching a promotion for its White Trays teeth whitener product.

The company is asking consumers to go to HowMuchIsThisSmileWorth.com, where one sees a photo of a smiling mouth. Consumers can guess which celebrity the smile belongs to and how much Aquafresh will be insuring the smile for at Lloyd's of London.

One hundred respondents will be randomly selected to receive an Aquafresh White Trays Perfect Fit Kit. The celebrity will revealed at an Aquafresh event at South Street Seaport in New York city and on the Web site on Thursday.

The program includes a sweepstakes for an all-expense paid trip to Los Angeles and a meet-and-greet with the celebrity.

--Karl Greenberg