When Crest and Oral-B launched the new 3D White Collection, a suite of whitening products that includes Professional Effects Whitestrips, Vivid Toothpaste, MultiCare Whitening Rinse and the Oral-B Pulsar Advanced Vivid Toothbrush, the companies decided that a plain old two-dimensional red carpet event wasn’t good enough. So they went to artist Julian Beever, who created a 3D “White Carpet” in New York City’s Herald Square on April 6.
Brand spokesperson Michelle Trachtenberg, star of “Gossip Girl” and “Mercy,” was on hand, along with about 1,000 consumers, 200 of which were treated to professional hair and makeup before walking the space age “carpet.” All of the attendees got a picture taken, which the brand ambassadors uploaded to the event’s Flickr photo stream at flickr.com/photos/3dwhite.
“For our launch, we wanted to bring the product benefit to life and allow for consumers to experience their own ‘smile and stand out’ moment with 3D White,” Dimitri Haloulos, brand manager for Crest 3D White, told Buzz. “This event was a great success for us, as we were able to bring forward a unique and enjoyable consumer event and educate consumers on the new teeth whitening options available from Crest and Oral-B.” Agencies: MS&L, New York City; Synergy, Ocean, NJ.