Controversial Product Demonstration Involved 11,000 Year Old Mastodon

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To demonstrate the teeth whitening effectiveness of the new Prime Time Smile product in conjunction with its national release, Cult Marketing created the ultimate product demonstration challenge – to whiten the tusk of a pre-historic mastodon.

After day 5, we were impressed!

“This is the ultimate product demonstration,” says Cult Marketing CEO Doug McIntyre. “We wanted to devise a campaign that would capture the imaginations and attention of both consumers, advertisers and the media."

Cult Marketing Brings Teeth Whitening to a Museum’s 10,000+ Year Old Mastodon

Guerrilla Marketing Agency Puts Teeth Whitening Product Prime Time Smile To The Test

In a guerrilla marketing effort to test out a client’s new, over-the-counter teeth whitener PRIME TIME SMILE, Cult Marketing organized a whitening team to apply the product to 10,000+ year old mastodon tusks over a period of five days. They found an undisclosed museum with lax security for their product demonstration and dressed their team to look like a cleaning or painting crew so that no one stopped them.

“This is the ultimate product demonstration,” says Cult Marketing CEO Doug McIntyre. “We wanted to devise a campaign that would capture the imaginations and attention of both consumers, advertisers and the media, to showcase the whitening power of PRIME TIME SMILE.”

Day #1: Once the team was in, they applied the PRIME TIME SMILE Pre-Treatment and Whitening Gel formulations. It has a two-step process for effectiveness and to avoid sensitivity, but they didn't think the mastodon is worried about sensitivity. The team then came back every day to re-apply. The whitener takes five days. Day one showed not much change yet.

Day #3: The team kept at it. On day three they noticed a slight change.

Day #5: Now on day five even they were impressed. This stuff actually made the tusks whiter. Some of the patrons commented on how clean the tusks look. Some people were confused as to why someone would do this, but the team explained that everyone looks better with whiter teeth, especially this ugly old mastodon.

Cult Marketing was impressed with the results and decided to whiten more historical "teeth." They have their sights set on George Washington's false teeth, but the museum security is a bit tighter and may prove to be more challenging.

Cult Marketing is asking the public what they should whiten next. The world needs to see how well PRIME TIME SMILE actually works. To respond with suggestions, please go to the Cult Marketing website.

Disclaimer: Do not attempt to duplicate this product demonstration. Prime Time Smile cannot guarantee similar whitening results on the tusks of other mastodons. Whitening results for prehistoric tusks may vary widely depending on the age, condition, preservation materials, and restoration techniques used. Therefore, the mastodon (photographic) whitening results shown may not be typical and individual results will vary. No mastodons were injured during the production of this demonstration.

About Cult Marketing:
Cult Marketing is a marketing agency that specializes in creative exploration, consumer insights, brand innovation, cult marketing and ethnography studies for both small and Fortune 500 corporations. Cult Marketing develops viral and word of mouth campaigns to a small group of likeminded people that form die-hard devotee fans of a company’s product.

About Prime Time Smile:
PRIME TIME SMILE is dedicated to providing beautiful smiles for busy people, by producing high quality teeth whitening and oral care products that are safe, effective and easy to use, at a great value, available exclusively at and select Walmart stores. Prime Time Smile is a dual-action easy, teeth whitening system that whitens in 5 days, and contains both a Pre-Treatment Pen and Fast & Easy Teeth Whitening Pen, for fastest-possible results. The pre-whitening gel works with virtually any other whitening system to accelerate the whitening process and eliminate sensitivity.


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Janie Linnick

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