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TvPromo International Launches a Promotional Campaign for Crest Whitening Plus Scope Extreme Estimated to Reach Above 7.3 Million Consumers
Miami, FL--(The Hispanic PR Monitor)--May 31, 2006-- TvPromo International, a promotional agency with more than 17 years experience in the Hispanic market, launches an impactful and consumer relevant promotional execution for P&G’s toothpaste-Crest Whitening Plus Scope Extreme. The promotional campaign will attack Los Angeles, CA consumers, targeting Hispanic women 18-29 (bulls eye 22 years old), with a very exciting and young concept during the summer months.
The promotional campaign drives awareness and trial of the new Crest Whitening Plus Scope Extreme, with 50% more Scope than Crest Whitening Plus Scope mint flavors. The execution challenges consumers who always look for extra-benefits on products.
The initiative communicates that Crest Whitening Plus Scope Extreme helps you feel more irresistible, due to their fresh breath as key brand benefit states.
In order to create excitement among the target, TvPromo International, linked the initiative with a Top Hispanic Celebrity to stress the message and created the “Vuélvete más irresistible con Crest Whitening Plus Scope Extreme, y protagoniza un beso de telenovela con Victor Noriega” (Become more irresistible with Crest Whitening Plus Scope Extreme, and star in a soap opera kiss with Victor Noriega) concept.
Analyzing the value and strength of the Crest Whitening Plus Scope Extreme message, the agency developed a grass rooted strategy, based in a sweepstakes where consumers will have the opportunity to star in a soap opera kiss with a top Hispanic celebrity: Victor Noriega.
In order to impact Los Angeles consumers on a day-to-day basis, as well as to generate awareness and trial response, TvPromo International developed a strategy that entails a number of power tools to support different areas of the successful promotion such as, a complete radio campaign with celebrity endorsement, door to door executions, various grassroots activities throughout Los Angeles, CA, a promotional web page (http://www.alientocrest.com/besodetelenovela), and a televised interview with the celebrity’s participation.
TvPromo International has estimated reaching above 7.3 Million consumers with this unique promotion.