Marketing and all things related

Procter & Gamble’s Crest toothpaste used to be the number one toothpaste brand in the county--but the title is currently held by Colgate Total. But P&G has decided to dethrone Colgate with an aggressive $ 100 million marketing campaign in support of a new product Crest brand called Crest Pro-Health Toothpaste. Crest Pro-Health is accepted by the American Dental Association, naturally, but not just for teeth. The ADA believes the new brand claim that Crest Pro-Health treats seven oral-care problems all at once—cavities, gingivitis, tar, sensitivity, stains, plaque, and bad breath. Think of this as the Wonder Bread of toothpaste. "You're going to see us focus on what's really most relevant to the consumer, which is that they can get everything at the same time," said Crest marketing director Matt Barresi. P&G is bidding up oral-care keywords in Google and Yahoo, an indication that online marketing will play a roll in the launch. Consumers will likely buy into the seven oral-care issues, but Marketing Blurb wonders whether or not this wonderful concoction will also scour the enamel right off those pearly whites. We learned this over-the-top toothpaste from Ad Age.