Famous Crest Ad Gets a Facelift With Help From a Hispanic Girl

Famous Crest Ad Gets a Facelift With Help From a Hispanic Girl



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Cincinnati, OH–(HISPANIC PR WIRE)–March 29, 2005–Crest announced today that 5-year old Enya Martinez from Miami, Fla. will be the next Crest Kid featured in an updated version of the brand’s iconic “Look, Mom- No Cavities!” advertising campaign which will debut in People Magazine. Crest launched the nationwide search to celebrate its 50th birthday and illustrate its continued commitment to helping children achieve healthy, beautiful smiles for life.

The winner is representative of how the times and faces have changed. Fifty years ago, Norman Rockwell created the first print ads that helped make Crest a household name. Rockwell selected children from the elementary school in his hometown, Stockbridge, Mass. for the ads. In 2005, Crest used the internet instead to search for a new Crest Kid who would embody the current face of America. The result? Approximately 3,000 applications from children from all ethnicities and regions of the country.

“We believe that Enya truly represents the image of Crest today—she has a beautiful, healthy smile and a sunny personality that really shows through,” said Sarah Irizarry, brand manager, North American Oral Care. “The face of America has changed significantly over the past fifty years and with the Hispanic population growing faster than any other group in the country; it makes sense that the new Crest Kid would parallel this change in our demographics.”

Independent judges picked Enya as the winner based on her smile and photo with statement from her parents explaining why their child should be the next Crest kid. The contest was open to children ages five to ten and entries were accepted online in either English or Spanish.

As the new Crest Kid, Enya will be featured in a Crest ad that will appear in the May 15th issue of People magazine and receive a $25,000 college savings bond. In this role, Enya will also partner with a dentist and reach out to Hispanic children to teach them the 2+2+2 rule, brush twice a day for two minutes and visit the dentist twice a year–a recent Surgeon General report on oral health showed that tooth decay is the single most common chronic childhood disease, which affects a significant percentage of low-income African Americans and Hispanics.

“Enya hasn’t stopped smiling since we told her she’s the new Crest Kid,” said Janet Cowley, Enya’s mom. “She is very excited to appear in the ad and is looking forward to talking to other children about how to keep smiles healthy and beautiful.”

Enya is five years old and was born in Cuba. She immigrated to Miami, Fla. when she was only 11 months old. Enya loves to sing and dance and is full of energy.

Celebrating Fifty Years of Innovation and Healthy Smiles

Crest has been the leader in oral care innovations since it first introduced fluoride to toothpaste fifty years ago. Since then, Crest has reached major milestones by developing a broad range of oral care products for a variety of dental needs.

Major milestones include the launch of Crest Whitestrips, the first at-home whitening strips that made it easier for people to attain a whiter smile in just 14 days and the launch of Crest Whitening Expressions, the first line of flavored toothpaste created with Hispanics in mind. In addition, Crest continues to add other brands expanding its oral care portfolio, such as SpinBrush power toothbrushes and Glide dental floss.

Crest also prides itself in executing some of the nation’s best known community outreach programs such as the Crest 1st Grade program and Crest Healthy Smiles 2010 (CHS 2010). Through these national programs, Crest provides education, access to dental professionals and the proper oral-care tools. With the 1st Grade program, Crest helps guide more than 3 million 1st graders each year down the path to good oral health. Through CHS 2010, Crest hopes to make a significant impact in the oral health of more than 50 million children and their families by 2010.

In addition to the Search for the Next Crest Kid, other birthday celebrations include in-store offers throughout the year. Check out http://www.crest.com for more information.

Crest(R) is owned and distributed by Procter & Gamble [NYSE:PG]. Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Bounty(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R), Olay(R) and Clairol Nice ‘n Easy(R), Head & Shoulders(R), and Wella(R). The P&G community consists of almost 110,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

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CONTACT:

DeVries Public Relations

Evelyn Galarza

646.253.0205

Famous Crest Ad Gets a Facelift With Help From a Hispanic Girl