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Not so long ago, I ranted about Crest’s Tissue Test. Because shame on them for preying on the impressionable. For targeting a market of consumers characterized by vanity, desire for social acceptance, and willingness to spend frivolously to comply with the media’s arbitrary and comical standards of beauty.

We all know the type of individual that fits in that group. But in case you’re unsure, check out the commercial yourself to see who P&G is tryna target with their tissue test.

I just finished writing a paper on Crest’s Whitestrips and you know what? It makes sense.

I ain’t even mad no more.

Procter and Gamble had a good product, marketed it well, and made a chunk of change. Now that Whitestrips are advancing in the product life cycle, losing the novelty and consumer interest that put them on the map to begin with, P&G is trying to prolong the inevitable decline.

And what better way to keep a declining product relevant than by going after the one group that buys whatever media tells them will make them pretty.

At the end of the day, P&G is just handling business. And doing it pretty dang effectively from a marketing point-of-view. I mean if they can convince Jane Q. Consumer to spend about $50 to make her teeth comparable to toilet paper, then that’s $50 P&G earned.

I called Crest’s marketing tactics sleazy. But, hey, that’s marketing in general. The more I learn, the less willing I am to pass judgment. #lifelessons

So here’s to you, Procter and Gamble! And in the words of Adam Demamp, “Take it sleazy and I’m out.”

*Rae

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