P&G’s Crest Planning Huge Whitestrips Push Despite Economy
Procter & Gamble Co. is betting consumers will fork out $45 amid a deep recession for a vastly improved way to whiten their teeth at home — Crest Whitestrips Advanced Seal — by convincing them the reasons they stopped using whitening products or never tried no longer apply.
On one hand, history is on P&G’s side. It won a similar gambit during another recession, when the original Crest Whitestrips launched in 2000. But eight years and $1 billion in marketing spending later, success this time means winning back the millions who’ve tried the product and never repeated, and winning over some of the nearly 100 million who want to whiten their teeth but have never tried.
Read full article.. – Advertising Age – News.
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