Halloween treat: Procter & Gamble's Crest co-conspires with kids and candy

This event report demonstrates how Crest, Procter & Gamble's oral-care brand, defied category conventions to create a Halloween sensation.

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.

Photo credit: Todd Crawford

"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...

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