Crest's Participant Marketing
When Crest introduced a toothpaste line two years ago, it used focus groups to help pick three flavors: cinnamon, herbal and citrus. This time around, the new Crest flavors will be chosen by customers, the New York Times reports.
Crest is asking people to go to the Web to vote for their favorite from a short list of contenders: lemon ice, sweet berry punch or tropica exotica. Samples of the flavors are attached to some Crest products.
Marketing executives say the campaign reflects an increasing interest by companies in involving consumers in their advertising. The trend is another way to break from traditional advertising that viewers increasingly can tune out with TiVo and other digital video recorders. Marketers say the Internet has also made interactive campaigns easier to conduct.