Proctor and Gamble 2001 Annual Report Download - page 11

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www.crest.com
Crest products – creating
smiles every day.
Vince Hudson of Oral Care
Marketing really got his teeth
into Crest Whitestrips early.
Consumers began seeing the
product on store shelves for
the first time in May. However,
for almost
a year
beforehand,
Vince led his team in a new
approach, placing Whitestrips
in dentists’ offices, on home
shopping TV Channels and on
the Internet, because consumers
were hungry for this innovation
before enough could be made for
a national store launch. And he
went a step further, making
himself a walking (and smiling)
demonstration of the product’s
effectiveness. Vince used Crest
Whitestrips on his top teeth but
not his bottom teeth.
The dramatic difference was there
for all to see, including those who
saw Vince on “The Today Show.”
Others heard about Whitestrips
on “Rosie,” CNN, USA Today and
People and on local news outlets.
His effort and commitment
resulted in 15% market aware-
ness before the product was
even launched.
GIVING AN INNOVATIVE
PRODUCT EXTRA BITE
Crest Whitestrips
gave Joe a reason
to smile in his
senior picture.
Imagine you’re 17 years old.
You’ve had orthodontics
worth thousands of dollars,
you’ve been wearing braces
for three years, and now
they’re coming off.
The good news is, your teeth
are straight. The bad news
is, they’re stained. The worse
news is you’re due to have
your senior picture taken
very soon. You don’t have a
lot to smile about. You try
normal dental cleaning. It
makes little impression on
the stained teeth.
This is the true story of
Joe, as told to us by his
mom, Nancy.
And it’s at this point that the
story takes a turn for the
better. Nancy heard about
new Crest Whitestrips and
bought Joe a pack. “Within a
few days most of the stains
from the braces were gone!”
she said. “Crest Whitestrips
seemed made for Joe. They
were exactly what he needed,
when he needed it, and at a
price I could afford. It gave
him confidence again in his
bright smile – it really made
a difference!”
Joe’s sincere, natural, happy
smile, captured in his senior
photograph, confirms this.
Crest Whitestrips are now
in stores across the U.S.
and a professional version is
available from dentists. There
are plans to make the product
global. Users who wear the
strips for 30 minutes twice
a day can look forward to a
whiter smile in just 14 days.
Crest Whitestrips whiten 10
times better than the leading
whitening toothpaste, a level
of teeth whitening which
usually was achieved only
through a dentist.
Consumers have not been
shy about telling Crest what
a difference Whitestrips
have made for them: “I love
them. Made my teeth look
better than ever. I want
to buy more!”
“They are so
convenient.”
“I finally feel
good about
my smile!”
NINE