I never knew this. It looks like P&G was extensively using endorsement radio for Crest back in 2002 according to this great article on radio.
My questions is, if they had so much success with it, why didn’t they continue it? Maybe they did, but I never hear any endorsement spots. My guess is that Crest went back to mostly TV advertising.
Again, ER seems to make a lot of sense for toothpastes. When presented with numerous choices and numerous prices at the store, I’m sure several factors will guide a customer’s purchase. Word of mouth is probably not one of them: “oh my lord, suzy, have you tried Crest lately? It gets my teeth so white and the taste is so fresh. Here’s a coupon for your next purchase of Crest. Did I mention that I was talking about Crest?”
No, your friend will not do that. But your radio friend would…for the right price.
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