P&G tries unusual campaign for unusual toothpaste

08/22/2008 | Advertising Age (tiered subscription model)

For the launch of its Crest Weekly Clean Intensive Cleaning Paste, Procter & Gamble is emphasizing word-of-mouth and buzz marketing over its more typical mass media approach. The largely nontraditional marketing effort reflects the uniqueness of the product, designed to be used once a week to supplement regular brushing.

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