NEW YORK, May 17 /PRNewswire/ --If you're driving along a highway over the
next few months and think you see a giant tube of toothpaste pulling up
alongside your car, don't think you're finally succumbing to life's daily
stresses. You can believe your eyes: the world's largest tube of Crest
toothpaste is coming soon to a town near you.
(Photo: http://www.newscom.com/cgi-bin/prnh/20050517/NYTU159 )
Procter & Gamble's (NYSE: PG) Crest is hitting the road in a big way as
the Crest Imagine Tour visits major events in cities across America. The
centerpiece of the tour is an 18-wheeler transformed into a giant, mobile tube
of Crest Whitening Plus Scope toothpaste. The tour will visit high-profile
events, food & music festivals, vacation destinations, hot spots and major
cities -- places where consumers are connecting with one another and are in
need of fresh breath. The tour's theme -- "imagine, a toothpaste that is there
when you needed it!" -- stems from consumers being given an opportunity to
enter the "toothpaste tube" and utilize themed brushing stations to brush
their teeth, enjoying "an exciting brushing experience."
The tour launched at the Tempe Music Festival in early April and will
continue throughout the year. Upcoming events include Taste of Cincinnati from
May 28-30, Riverbend Festival in Chattanooga, Tenn. from June 10-12 and
Safeway's National Capital Barbeque Battle in Washington, DC on June 25-26.
When arriving at the giant tube of Crest Whitening Plus Scope, consumers
are greeted by a Crest Hostess, who hands them a toothbrush that serves as
their "ticket" to enter the tube. Upon entering through the tube's cap at the
back of the truck, consumers see a lounge area where a staff member greets
them and shows them to computer stations that can be used for entering the
Crest "Vacation Like a Celebrity" sweepstakes and a chance to win a trip to
Jumby Bay Resort off the coast of Antigua.
Next, they are taken to a personal brushing station of their choice where
a sample of Crest Whitening Plus Scope awaits. The tour offers eight stations,
each of which features one of the three flavors of Crest Whitening Plus Scope,
including the newly-introduced citrus. Each station delivers a multi-sensory
brushing experience unlike any other complete with an intelligent lighting
system, surround sound and electronic misters which pulse out scents relating
to the flavor offered at that station. The citrus station, for example,
features orange lighting, citrus-scented misters and reggae themed music.
At night, the Crest Imagine Tour becomes "Club Crest," visiting popular
nightspots and taking on a more "night club" feel with velvet ropes, cool blue
lights, music pumping and cocktail waitresses handing out toothbrushes.
The tour was created by Market Connections, the event marketing division
of Vacation Connections, a full-service product sampling, media and event
marketing company. Market Connections has created a vehicle that will deliver
a multi-sensory brushing experience where and when consumers need it most-when
they are out connecting with other people. At the same time, the event also
reaches consumers who do not have a chance to enter the vehicle. This is being
achieved through the placement of billboard media in the lobbies of nearby
hotels and Crest Whitening Plus Scope toothpaste samples next to hotel room
sinks.
About Market Connections
Market Connections is the event marketing division of Vacation Connections
(http://www.vacationconnections.com), a full-service sampling, media, and
event marketing company. The Market Connections event marketing division
creates multi-touchpoint events for marketers. By leveraging the media and
product placement assets of Vacation Connections, Market Connections maximizes
the number of target consumers who try product samples while simultaneously
engaging them in a branded experience that generates a positive return on
investment.
Vacation Connections' clients include American Express, Absolut, Aventis,
BIC, Glaxo Smith Kline, Unilever, Kelloggs, Johnson & Johnson, Colgate
Palmolive, General Mills, Kraft, Wrigley, M&M Mars, Nestle, Pfizer and Wyeth,
among others.
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