Crest toothpaste displayed a previously unknown comic side this week when it launched a Twitter exchange with comedian John Freiler, in which the latter accused the former of donating funds to Al Qaeda and called its signature product "toothgoop."
However, rather than taking offense, the Procter & Gamble brand rolled with the punches, matching wits with the comic.
The exchange started gently enough, with Freiler claiming unauthorized use of the product:
. @johnfreiler Whoa.Cavity creep.— Crest (@Crest) September 10, 2012
@johnfreiler Our toothbrushes are lovers not fighters.See the package: SOFT bristles.— Crest (@Crest) September 10, 2012
.@crest with STURDY, rubber-grip handles so the razor stays in place while you're stabbing a snitch in the yard— john freiler (@johnfreiler) September 10, 2012
. @johnfreiler Sounds like a purrrfect cat fight. reeeerrrrr! twitter.com/Crest/status/2…— Crest (@Crest) September 10, 2012
. @johnfreilerWhy did you have bring them into this? #CrestToothgoopersUnite— Crest (@Crest) September 10, 2012
.@johnfreilerHow about a hi-five & 1 yr supply of your favorite toothgoop?— Crest (@Crest) September 10, 2012
.@johnfreiler Sold, but only with your guarantee to pay it forward. Send email to [email protected] #CrestToothgoopersUnite— Crest (@Crest) September 10, 2012
Though the conversation veered off into off-brand territory, a Crest rep was proud of the interchange. She also said that Freiler is not employed by the brand in any capacity and the above is an "organic" conversation.
Meanwhile, after he got into it with Crest, Freiler began taking on casual dining chain Applebee's, alleging, among other things, that it was promoting a 9/11-themed sundae. Applebee's has avoided engaging Freiler directly.