Crest has teamed up with Warner Bros. Pictures to promote its new Whitestrips during the upcoming red carpet event for the film, “He’s Just Not That Into You.”
The new product, Crest Whitestrips Advanced Seal, will have a brief appearance in the film. A fully integrated campaign around the movie includes an online sweepstakes, sampling at theaters across the country, FSIs in Sunday newspapers and a platinum sponsorship of the Feb. 2 premiere in Los Angeles.
Giuliana Rancic, the host of E! News, is a Crest partner and will be at the premiere interviewing celebrities.
At the Crest Whitestrips Web site visitors can chat with a teeth whitening expert or buy the new Whitestrips Advanced Seal if its not already in stores. A link brings people to a site, launched last week, where they can choose to be “kissed” by a young man or woman—both with beautiful white teeth—in a variety of ways, such as “cupid,” “steamy” or “cotton candy” in a “create your own make out session.”
“He’s Just Not That Into You” tells the stories of a group of interconnected, Baltimore -based twenty- and thirtysomethings as they navigate their various relationships from the shallow end of the dating pool through the murky waters of married life.
Crest Whitestrips Advanced Seal, made by Procter & Gamble, is arriving in stores this month and will be sold for a suggested retail price of $45.00
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