The BIG Kahuna

Have you seen the new TV commercial for Crest featuring Emeril? You can catch it here…BAM.

From the Crest Site:

Sure, Emeril has BAM!, but we want to know what you have. The flavor is so bold and so exciting we’re sure you’ll come up with something big.

So here’s what you do: Create an original catch phrase that you think captures the sheer bigness in the flavor of Crest Whitening Expressions. Then, create a video of your Catch Phrase that is 30 seconds or less and submit it into our contest. And if a certain flavor inspired you, let us know.

Viewers can rate the video submissions in the video gallery and judges will then determine the finalists. Once the finalists are chosen it’s up to you to vote for your favorite to determine the grand-prize winner!

?So here are my thoughts:

1. Will this generate the buzz Crest is hoping for?

2. Will it be sustainable?

3. Is this just a gimmick to create word of mouth nothingness?

4. What if any brand strategy is involved?

What do you think? Is this campaign worth anything? They hired Emeril yet are only giving away a measly $5,000?

This entry was posted on Monday, September 29th, 2008 at 9:01 pm and is filed under Branding News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.