Emeril, Crest serve up a half-baked contest
Crest Whitening Expressions, a line of four totally fun, flavored toothpastes, is having a video contest to come up with a new catchphrase, "something big" that captures the taste explosion that is the Crest Expressions Experience. They've enlisted Emeril Lagasse, known for his own obnoxious catchphrase, "Bam!" What could be bigger than "Bam!"? For starters, there's "Bam! Bam!" Which is, like, twice the bam. Not very toothpaste-specific, though. How about an old-school line like "Please don't squeeze the Crest (from the top of the tube)"? Or something more modern, like "Crest-licious"? Or "Teeth-tacular"? Or "Crest-fully clean"? Actually, they don't seem to be looking for a phrase, more like a vaguely comical outburst that makes you look like a giddy moron on camera. The winner gets $5,000, and you can't possibly do any worse than the existing entries.
—Posted by Rebecca Cullers
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September 17, 2008 in Crest, Cullers, Personal care, UGC | Permalink
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Comments
Has the YouTube contest as marketing tool reached its low point? Every aspect of this promotion screams inane. At least it proves that the ad industry is better at brainstorming for ideas than a loose collection of idiots with webcams.
Posted by: Jeremy Greenfield | Sep 17, 2008 1:27:30 PM
An excellent point, Jeremy. I’m all for job security. :)
Posted by: Rebecca Cullers | Sep 18, 2008 10:16:22 AM
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