Friday, January 19, 2001
What's the Buzz?
P&G whitener a 'blockbuster'
Procter & Gamble executives and brand managers are all smiles about the success of the Crest Whitestrips teeth-whitening kit.
P&G said sales of the clear plastic strips, guaranteed to remove stains from teeth within 14 days, have topped $10 million since the Cincinnati packaged-goods giant introduced the product in June.
But unlike most P&G product launches, White-strips didn't have the benefit of a mass-market ad campaign or even point-of-sale advertising in stores.
That's because the product isn't available in stores — yet.
P&G chose to sell the product online and through dentists' offices first to create a word-of-mouth buzz before White-strips' official retail launch, expected sometime within the next few months.
Today, the buzzword for Whitestrips at P&G is “blockbuster,” said Bryan McCleary, a Crest spokesman.
“This has been the most successful Internet launch in company history,” he said.
— Randy Tucker
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What's the Buzz?
