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Crest and imc² Create Buzz That Sends 350,000 Visitors to Site

Contact:
imc²
Angie Byrnes

214.224.1017

DALLAS, November 1, 2004 – In three weeks, 350,000 visitors submitted 35,000 ideas on how they would have created buzz about Crest's newest product, Crest Whitening Expressions Refreshing Vanilla Mint toothpaste. This is the highest level of online interest for a single product launch in Procter & Gamble's (P&G's) history.

This was just the type of buzz Crest was after when it contacted imc² to come up with a big idea for extending the life of the Refreshing Vanilla Mint product launch on "The Apprentice."

Crest used the hit TV show "The Apprentice" as an innovative way to launch and create awareness about its newest product. To effectively extend the life of the promotion beyond the one-hour broadcast, Crest turned to imc², its interactive agency of record, to develop a big idea for leveraging the Internet.

imc² immediately brainstormed ways to continue the buzz around the product launch. And, the "armchair" quarterback idea was born. imc² presented the idea to Crest, and the teams quickly went to work ensuring the Crest website and new contest were ready for the airing of "The Apprentice."

The Crest brand team not only liked imc²'s idea, they loved it. So much so that Crest aired a commercial at the end of the show that featured P&G marketing executives telling viewers to visit www.Crest.com and submit their ideas on how they would promote the Refreshing Vanilla Mint toothpaste.

Because the contest ran through October 15, imc² and Crest created additional awareness about the contest through search engine marketing and online media. Consumers entering Apprentice- and Crest-related search terms in major search engines were presented with search results that included links to the contest. imc² also developed an extensive arsenal of ad units to support the online media plan from Response Media.

"The imc² team fully understands Crest's vision for an integrated marketing plan. imc² consistently delivers value to both the brand and company through its innovative ideas and approach," stated Ken Zinn, Crest interactive marketing manager.

imc² is agency of record for the Crest franchise and recently designed the new Crest site, www.Crest.com, which launched the same week the Refreshing Vanilla Mint toothpaste was unveiled on "The Apprentice."

About Procter & Gamble

Crest is owned and distributed by Procter & Gamble, which markets nearly 300 brands to five billion consumers in over 140 countries. These brands include Tide, Ariel, Pantene Pro-V, Always, Whisper, Pringles, Pampers, Olay, Iams and Vicks. Based in Cincinnati, Procter & Gamble has on the ground operations in over 70 countries and employs more than 98,000 employees worldwide.