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Crest Whitestrips ad

This article was originally published in The Tan Sheet

Executive Summary

New commercial airing on major networks features comparison between P&G's Crest Whitestrips and "paint on teeth whitener," presumably a reference to Colgate-Palmolive's Simply White tooth-bleaching kit. Ad features a woman who must avoid moving her lips to keep the whitening product on her teeth. She mumbles her lines to the camera over subtitles, which read "I can't talk. I'm using that paint-on teeth whitener. If I move my lips, my saliva will wash most of it away in two minutes." A female voiceover states: "With Crest Whitestrips, the strip stays for 30 minutes, so it whitens five times better." "Now we're talking," the consumer says. Simply White debuted in September as a lower-priced alternative to Whitestrips; P&G subsequently lowered the Crest offering's price to approximately $24-$29...

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