Crest Extra Whitening ADA Approval Featured In New Ads, Packaging
This article was originally published in The Tan Sheet
Executive Summary
New Crest Extra Whitening print and TV spots set to drop the week of Oct. 18 emphasize the product's status as the first and only OTC whitening toothpaste to meet ADA standards for whitening effectiveness, safety and cavity prevention. The advertising is being handled by New York City-based DMB&B.
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Crest TV ads
P&G breaks two spots for whitening toothpaste formulas Oct. 20. One shows a toothbrush polishing the American Dental Association seal of acceptance while an announcer says, "Who believes Crest Extra Whitening really works? They do," referring to ADA. "It's the first and only toothpaste that's ADA-accepted for whitening by polishing away surface stains," the ad continues. Product packaging also bears the ADA seal (1"The Tan Sheet" Oct. 18, p. 8). The ad for Crest MultiCare Whitening stresses product benefits, stating, "Now the toothpaste that fights cavities and dingy tartar buildup, freshens breath and removes plaque with every brushing is so complete it whitens too." The commercial concludes with the tagline: "New Crest MultiCare Whitening. Don't be left in the dark." The product was launched in September
Crest TV ads
P&G breaks two spots for whitening toothpaste formulas Oct. 20. One shows a toothbrush polishing the American Dental Association seal of acceptance while an announcer says, "Who believes Crest Extra Whitening really works? They do," referring to ADA. "It's the first and only toothpaste that's ADA-accepted for whitening by polishing away surface stains," the ad continues. Product packaging also bears the ADA seal (1"The Tan Sheet" Oct. 18, p. 8). The ad for Crest MultiCare Whitening stresses product benefits, stating, "Now the toothpaste that fights cavities and dingy tartar buildup, freshens breath and removes plaque with every brushing is so complete it whitens too." The commercial concludes with the tagline: "New Crest MultiCare Whitening. Don't be left in the dark." The product was launched in September
Crest TV ads
P&G breaks two spots for whitening toothpaste formulas Oct. 20. One shows a toothbrush polishing the American Dental Association seal of acceptance while an announcer says, "Who believes Crest Extra Whitening really works? They do," referring to ADA. "It's the first and only toothpaste that's ADA-accepted for whitening by polishing away surface stains," the ad continues. Product packaging also bears the ADA seal (1"The Tan Sheet" Oct. 18, p. 8). The ad for Crest MultiCare Whitening stresses product benefits, stating, "Now the toothpaste that fights cavities and dingy tartar buildup, freshens breath and removes plaque with every brushing is so complete it whitens too." The commercial concludes with the tagline: "New Crest MultiCare Whitening. Don't be left in the dark." The product was launched in September