Halloween treat: Procter & Gamble's Crest co-conspires with kids and candy
Geoffrey PrecourtWarc
For Procter & Gamble's Crest toothpaste, and its companion brand Oral-B, Halloween was the "perfect teachable moment."
Kids love candy. And, in truth, they probably love it most of all on trick-or-treat night. Just don't tell their dentists. Or their parents.
"We started digging into the data to see just how big Halloween was – and it turned out Halloween is not just big; it's really big," Erica Herman, svp/global strategy at Publicis Kaplan Thaler, told the 4A's (American Association of Advertising...