Crest
P&G entered the Chinese oral care market with two versions of Crest. The premium brand, Ku Bai, targeted urban consumers wanting teeth whitening and breath freshening. Marketing was through ads and Crest's Chinese website, which featured Li Yuchan, a popular singer voted 'Super Girl' in an American Idol-type contest in 2007. Ku Bai retails for US 95 cents per 5 ounce tube.
The green brand, Cha Shuang, targets rural customers, and has a tea flavour. It retails for US 88 cents per 5 ounce tube.
In brief, P&G leveraged the Crest brand across two market segments by making the distinction clear to customers.