Crest: Go ahead, eat all that candy

The company has embraced America's annual sugar binge with a hilarious video showing the honest reactions of children taste-testing new 'healthy' treats.

By MSN Money Partner Oct 31, 2013 12:45PM

CNBcBy Jane Wells, CNBC


Crest loves Halloween. Crest needs Halloween. The toothpaste brand from Proctor & Gamble (PG) decided this year that if you can't beat 'em, make 'em laugh. It is not recommending that people hand out toothbrushes and floss to trick or treaters. Instead, give the kids what they want—candy.


The company has embraced America's annual high-fructose corn syrup sugar high with a hilarious video showing the honest reactions of children who are taste-testing new "healthy" candies made of asparagus and tofu.

"It's disgusting," said one little boy.


"It's, like, the worst thing I've ever tasted," said another, who spit pieces of the new candy into his spaceman helmet.


Halloween "is the torture test day for your mouth," said Rishi Dhingra, marketing director for P&G Oral Care. "I think Halloween is a very natural day that Crest and Oral B should own." His team created the video to reach the very people eating themselves sick this weekend. "Because you're covered with Crest and Oral B, you can really enjoy and indulge."


A boy in a Halloween dragon costume holding candy (©KidStock/Getty Images)P&G worked with ad agency Publicis Kaplan Thaler and director. J. J. Adler. They held a casting call to find outgoing kids comfortable in front of a camera. "They were coming in thinking they'll get some really delicious sugar candies," Dhingra said. They had no idea the candy would taste like broccoli, and he said all of their reactions were completely unscripted and real. "Some of them had a very natural reaction."


Especially Adriana.


As the little girl eats a new "artichoke buttercup," the candy goes in … and immediately comes right back out.


"I threw up," she said.


"You threw up?" replied the man calmly running the taste test. "OK."


Wait, Crest shows a kid throwing up? Dhingra said, "We discussed and debated whether we put it in." However, he said the scene stayed in because Adriana did not seem particularly bothered. "She was so nonchalant about it, ... and just went on, which we thought was very watchable so we kept it in the film. We made sure that the parents were in the back, so if the kids weren't feeling too well, we could always pull them out, but every kid chose to stay right 'til the end."


Dhingra said the spot cost much less to make than a normal 30-second television commercial. In fact, P&G did cut the 90-second video down to 30 seconds in case the company decided to run it on TV, but, "We're not putting it on television at all."


It's getting so much play on YouTube and trending on Twitter that the company doesn't feel the need to air it. "We're pretty pleased so far," he said.


Is the video selling toothpaste? "We hope it does," he said. There is a coupon viewers can click on at the end of the video for a discount when buying Crest.




More from CNBC:

Oct 31, 2013 3:43PM

I wonder how my children would have reacted! Hilarious!

Oct 31, 2013 4:21PM
Oct 31, 2013 4:52PM
Crest must be the toothpaste recommended by that 5th dentist!
Oct 31, 2013 4:21PM
It's not "Proctor and Gamble", MSN.  It's "Procter and Gamble".
Oct 31, 2013 4:06PM

instead of complainin about it go buy some health insurance so us taxpayers

don't get stuck for your medical bills!!...

Please help us to maintain a healthy and vibrant community by reporting any illegal or inappropriate behavior. If you believe a message violates theCode of Conductplease use this form to notify the moderators. They will investigate your report and take appropriate action. If necessary, they report all illegal activity to the proper authorities.
100 character limit
Are you sure you want to delete this comment?


Copyright © 2014 Microsoft. All rights reserved.

Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.



Quotes delayed at least 15 min


There’s a problem getting this information right now. Please try again later.
There’s a problem getting this information right now. Please try again later.
Market index data delayed by 15 minutes

[BRIEFING.COM] Equity indices extended this week's losses with a broad-based retreat. The S&P 500 fell 0.6% to end the week lower by 1.1%, while the Russell 2000 (-1.1%) finished with a 0.9% decline since last Friday.

Staying true to the theme observed throughout the week, the energy sector (-1.5%) tumbled out of the gate, thus dragging the broader market down with it. Once again, dollar strength and crude oil weakness contributed to sector's underperformance, but the ... More


There’s a problem getting this information right now. Please try again later.