Procter & Gamble has managed to get its new Crest Whitestrips Advanced Seal product into the movie He's Just Not That Into You, which comes out next Friday. The brand extension is the latest from P&G's research labs, and boasts a four-layer whitening system that adheres to teeth, no matter what you do.
The whitening kit co-stars in a scene where Gigi (played by Ginnifer Goodwin) tries to freshen up before a mini make-out session in her date's bathroom. The film chronicles the romance and breakup sessions of nine friends/lovers in Baltimore. "We always seek ways to make our brands relevant to consumers, and that means inserting them into relatable situations," says P&G rep Laura Brinker. There are also Facebook and radio promotions, in-theater sampling and promotional events at local screenings.
We might buy ourselves a pack for that sizzling post-movie kiss!
—Posted by Elaine Wong