Crest to market Whitestrips with tartar control to female demographic

WASHINGTON Crest has offered another feature to appeal to female consumers of its Crest Whitestrips Daily product. The new product is called Crest Whitestrips Daily Whitening plus Tartar Protection, which includes the ingredient sodium acid pyrophosphate that protects teeth from tartar buildup.

The idea behind the extension of the Whitening brand was to increase its status into a brand for overall health rather than a brand based solely on vanity. Their target consumers are females that have not given in to the whitening craze yet, but its tartar protection is sure to give the female demographic a boost in the store aisles. According to Mariana Sanchez, executive vice president and global equity director for Crest business, Saatchi & Saatchi, New York, the target consumer is “interested in whitening her teeth, but it is not her main priority when it comes to oral care. We know she wants more.”

The new Crest product will also be featured in two TV spots and a print ad in April, highlighting the idea that the female consumer will not just be whitening her teeth by using the product, but also helping her teeth as well.

Crest Whitestrips dominates the at-home whitening category and according to published reports, Crest Whitestrips held the top spot with sales of $63.2 million. The Crest Whitestrips Daily Whitening Plus Tartar Protection will be the seventh SKU for the Whitestrips line, and is said to retail at $39.99 for 38 doses.