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Crest -mobile

This article was originally published in The Tan Sheet

Executive Summary

The "world's largest tube of Crest toothpaste" mounted on an 18-wheeler currently is making stops at festivals around the country where "consumers are in need of fresh breath," as part of P&G's Crest Imagine Tour. Tube visitors will be given toothbrushes at flavor-themed personal brushing stations where they can sample Crest Whitening PlusScope. "Each station delivers a multi-sensory brushing experience...complete with an intelligent lighting system, surround sound and electronic misters which pulse out scents related to the flavor of the station," the firm says; citrus-flavored toothpaste will be accompanied by orange lighting, reggae music and citrus-scented misters, for example. At night, the tube becomes "Club Crest" with velvet ropes, blue lights, music and cocktail waitresses handing out toothbrushes...
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