P&G Enlists Ryan Seacrest In Promotion

  • September 19, 2007
Procter & Gamble is promoting its Crest and Scope brands with TV personality Ryan Seacrest. The talking head with the perfect teeth will host the Crest + Scope "Smile Bright in the Spotlight" search, a yearlong campaign promoting Crest Extra White plus Scope toothpaste, Scope White rinse and Glide Whitening plus Scope flavor floss.

As part of the effort, Seacrest urges consumers to visit SmileSpotlight.com for a chance to be the official Miss/Mister People's Choice, presenting trophies onstage at the People's Choice Awards. At the site, consumers have to answer a question about how their smile and breath improve their self-confidence. Three finalists will be picked in November via public voting at the People's Choice Award Web site, PCAVote.com. The winner will be announced on Dec. 10.

The winner presents the trophies onstage at the awards, meets Seacrest, is a guest of honor at the awards after-party, gets a makeover before the show and gets luxury accommodations in Hollywood.

--Karl Greenberg



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