P&G Taps Bloggers for Unconventional WOM Product Launch

This post is a little marketing and a little product promotion...

In September Crest launches the Crest Weekly Clean Intensive Cleaning Paste, the first and only intensive weekly cleaning paste designed to provide a smooth, clean feeling in-between dental visits. The concentrated formula polishes teeth with an ingredient similar to what dentists use and is intended to complement the daily brushing routine.

The product uses silica-based crystals similar to those found in Crest Pro-Health but in higher concentrations, leaving "that incredibly smooth feeling you get when you take your tongue and slide it along the front of your teeth after visiting the dentist," Ms. Yang of P&G said.

P&G began sending the Crest Weekly Clean to bloggers earlier this month, some of whom also have Twittered their interest in Weekly Clean. And Crest is using P&G's Vocalpoint buzz-marketing program for moms to spread the word too. TV advertising will be relatively light, consisting mainly of five-second tags on ads for other Crest products.

"What we've seen with research with consumers is that once they've seen it, they tell everybody," Ms. Yang said, another reason for the emphasis on buzz marketing vs. conventional media. "The feeling you get is so unique, and women especially love it," she said.

Do you love the smooth feeling of polishing exfoliators, rejuvenating creams and deep-conditioning masques?

Then your going to love this smile-specific indulgence that treats teeth to the ultimate “just-from-the-dentist” smooth, deep-clean feeling right from your bathroom.

Crest Weekly Clean is available in Refreshing Mint flavor in a 16-use tube (0.85 oz) in September at drug, grocery and mass stores nationwide for $3.99. Your gonna love it!