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CNN Live At Daybreak

Brush Twice A Day: Crest Offers New Line of Flavored Toothpaste

Aired September 16, 2003 - 06:49   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.


CAROL COSTELLO, CNN ANCHOR: Before you go brush your teeth, you have to hear this business buzz. A toothpaste company wants to spice up your brush, and it's even starring a famous chef in its ads.
Let's find out who it is from Carrie Lee who is live in New York.

So, who is it?

CARRIE LEE, CNN FINANCIAL NEWS CORRESPONDENT: It is Emeril Lagasse, Carol, the famous Food Network chef. How could you guess? The company is now employing him to star in a new advertising campaign. He's basically telling people to spice it up and put it on their teeth.

Crest Toothpaste launching a new line of toothpaste called Whitening Expressions. Mr. Lagasse starring in its commercials. This is a very big deal, an $80 million marketing campaign for Crest. Flavors include cinnamon rush, extreme herbal mint and fresh citrus breeze. The commercials are going to roll out a little later this month. That's when these flavors also become available in stores, Carol. Kicking it up a notch, who better to do so than Emeril Lagasse?

COSTELLO: Bam, you're right. Thank you, Carrie Lee, appreciate it.

LEE: OK.

TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com





Toothpaste>


Aired September 16, 2003 - 06:49   ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
CAROL COSTELLO, CNN ANCHOR: Before you go brush your teeth, you have to hear this business buzz. A toothpaste company wants to spice up your brush, and it's even starring a famous chef in its ads.
Let's find out who it is from Carrie Lee who is live in New York.

So, who is it?

CARRIE LEE, CNN FINANCIAL NEWS CORRESPONDENT: It is Emeril Lagasse, Carol, the famous Food Network chef. How could you guess? The company is now employing him to star in a new advertising campaign. He's basically telling people to spice it up and put it on their teeth.

Crest Toothpaste launching a new line of toothpaste called Whitening Expressions. Mr. Lagasse starring in its commercials. This is a very big deal, an $80 million marketing campaign for Crest. Flavors include cinnamon rush, extreme herbal mint and fresh citrus breeze. The commercials are going to roll out a little later this month. That's when these flavors also become available in stores, Carol. Kicking it up a notch, who better to do so than Emeril Lagasse?

COSTELLO: Bam, you're right. Thank you, Carrie Lee, appreciate it.

LEE: OK.

TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com





Toothpaste>