Crest to air Spanish-language television ad during 45th annual Grammy Awards

Crest, Procter & Gamble's oral care brand, will become the first P&G consumer product ever to air a Spanish-language advertisement during a nationally broadcast television event that reaches a general audience. The 30-second spot -- for Crest Whitening Plus Scope, a toothpaste offering whitening and breath-freshening benefits -- will air on the 45th Annual GRAMMY Awards on Sunday, February 23rd. The spot will also air in other general market programs later this year, including the Latin GRAMMY Awards and the ALMA Awards.

The ad, which will be aired in Spanish with no subtitles, is the next evolution in the Crest brand's long heritage of marketing directly to Hispanics, now the largest minority group in the United States. With Hispanics making up more than 12 percent (the national average) of the population in states such as California, Texas, Arizona, Nevada, New Mexico, Colorado, Florida, New York and New Jersey, it is increasingly important to connect with this growing consumer base (Census 2000).

The spot, entitled "Good Bye Kiss," shows a young Hispanic couple in their daily morning routine. The husband rushes out the door to work and realizes that he cannot get enough of his wife's "refreshing" goodbye kisses. The spot closes with the tag (in English), "white teeth and fresh breath... in any language." It previously aired on Hispanic networks and was created by Bromley Communications of San Antonio, Texas.

Airing a Spanish-language ad on national network television is another indication that the face of America is evolving and that leading advertisers like Procter & Gamble must find new ways to reach growing segments of the population.

"Procter & Gamble has been among the leading advertisers in the Spanish language since the sixties. This spot is just one example of the many ways we are connecting with Hispanic consumers including a variety of outreach programs addressing relevant concerns and issues facing Hispanic families," says Rob Steele, president, North America, Procter & Gamble.

The ad is an extension of Procter & Gamble's long-term outreach to Hispanic consumers. Beyond marketing and advertising to Hispanics, Procter & Gamble has developed a number of outreach initiatives such as Crest Healthy Smiles 2010 and P&G's "Avanzando con tu Familia" (Helping your Family Succeed).

Crest Healthy Smiles 2010 is an initiative designed to improve the oral health of underserved children and their families. It combines the passionate vision of Crest with the resources of Boys & Girls Clubs of America, the American Dental Association and The American Academy of Pediatric Dentistry to provide tools, education and increased access to dental professionals. It is intended to reach 50 million children by the year 2010.

Procter & Gamble's "Avanzando con tu Familia" is another long-term community outreach initiative created to provide Hispanic families with tools and information to help them get ahead and achieve their goals. It addresses four primary areas: education, health, traditions and home.