Lights, Camera. . .Smile! Crest Whitestrips Partners with the Upcoming Film He's Just Not That Into You

Lights, Camera. . .Smile! Crest Whitestrips Partners with the Upcoming Film He's Just Not That Into You

New Crest Whitestrips Advanced Seal Makes Its Red Carpet Debut

NEW YORK, Jan. 30, 2009 /PRNewswire/ -- One of this year's most highly anticipated red carpet premieres will be adorned with A-list celebrities, photographers, bright lights and bright. . . teeth? Today, Crest Whitestrips announces a strategic partnership with Warner Bros. Pictures' He's Just Not That Into You, launching new Crest Whitestrips Advanced Seal on the red carpet at the Los Angeles world premiere on February 2, 2009.

Based on the wildly popular bestseller from "Sex and the City" scribes Greg Behrendt and Liz Tuccillo, "He's Just Not That Into You" tells the stories of a group of interconnected, Baltimore-based twenty- and thirtysomethings as they navigate their various relationships from the shallow end of the dating pool through the deep, murky waters of married life, trying to read the signs of the opposite sex. . . and hoping to be the exceptions to the "no-exceptions" rule.

Joining the premiere's red carpet extravaganza is Giuliana Rancic, host of E! News, who will be interviewing attendees and trading "not into you" dating stories with the film's all-star cast. "I'm really thrilled to be partnering with Crest Whitestrips Advanced Seal and to be involved with all the excitement around He's Just Not That Into You," says Ms. Rancic. "The new strips are incredible. They mold to my teeth and don't slip - I can even interview someone while I'm wearing them!"

The new Crest Whitestrips Advanced Seal features a groundbreaking adhesive formulation, which temporarily molds the strip to users' teeth, allowing them to easily talk and even drink water for convenient whitening anywhere, anytime. The secure fit comes off clean after whitening, leaving no mess behind.

Including a cameo appearance in the movie itself, Crest Whitestrips has planned a fully integrated marketing campaign around the big-screen adaptation of the New York Times bestseller, including a national online sweepstakes, countrywide theater sampling, Sunday newspaper inserts and platinum sponsorship of the A-list Hollywood premiere.

Beginning in February 2009, Crest Whitestrips Advanced Seal will be available nationwide anywhere Crest products are sold for a suggested retail price of $45.00. Each kit will contain 14 doses of whitening.

Since 2001, the #1 dentist recommended brand and winner of multiple awards, Crest Whitestrips, has helped bring brilliant, beautiful, brighter, whiter smiles to more than 50 million people. These people have made Crest Whitestrips their best beauty secret, transforming their smiles into the must-have accessory of any season. For more information, visit www.whitestrips.com and for a fun 3D Crest Whitestrips experience, check out www.KissMeIn3D.com launching January 30, 2009.

About Procter & Gamble

Three 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), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community consists of 138,000 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.

About the He's Just Not That Into You

"He's Just Not That Into You" is directed by Ken Kwapis from a screenplay by Abby Kohn & Marc Silverstein, based on the book by Greg Behrendt and Liz Tuccillo. Nancy Juvonen produced the film, with Drew Barrymore, Toby Emmerich, Michele Weiss and Michael Beugg serving as executive producers and Michael Disco and Gwenn Stroman co-producing. The behind-the-scenes creative team is led by director of photography John Bailey, production designer Gae Buckley, editor Cara Silverman, costume designer Shay Cunliffe, composer Cliff Eidelman, and music supervisor Danny Bramson. A New Line Cinema Presentation, a Flower Films Production, a Ken Kwapis Film, "He's Just Not That Into You" will be distributed by Warner Bros. Pictures, a Warner Bros. Entertainment Company.

Source: Crest Whitestrips

CONTACT: Karen Andersen, +1-212-891-0439, kandersen@devries-pr.com, or
Victoria Loo, +1-212-891-0455, vloo@devries-pr.com

Web Site: http://www.kissmein3d.com/
http://www.pg.com/
http://www.whitestrips.com/

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