Proctor and Gamble 2010 Annual Report Download - page 15

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Delighting Consumers with
Crest in China
The Procter & Gamble Company 13
We are reaching more consumers in China
with the launch of Crest Pro-Health, P&G’s best
toothpaste technology, designed to address the
seven common oral health issues that dentists
check most.
In China, millions of consumers are tech-savvy,
relying heavily on social media for advice on
making purchase decisions. Crest identified
bloggers across China who were the most
respected voices on matters of lifestyle and oral
health. On November 17, 2009, these bloggers
came to P&G to experience the technology of
Crest Pro-Health and become true experts and
advocates for the brand.
Over the next 3 weeks, 18 blog posts from
14 bloggers reached more than 140 million
current and potential Crest consumers,
generating high awareness and early trial
of the new Crest Pro-Health products. This
innovation is off to a fast start, outperforming
initial sales forecasts by more than 30%
since launch.