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Procter & Gamble is spending upwards of $90 million during the next year to introduce its new Crest Whitestrips product, client executives said.
Some $40 million will go toward traditional advertising in a TV and print campaign tagged, “Reveal your whiter smile.” The effort kicks off today.
The campaign, from D’Arcy Masius Benton & Bowles, here, coincides with Crest White strips being made available in stores two weeks ago.
The product is a box of clear plastic strips that consumers wear over their teeth in half-hour intervals twice a day to whiten their teeth.
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