How do you sell a toothpaste that you're only supposed to use once a week? If you're Procter & Gamble, the company behind the new Crest Weekly Clean Intensive Cleaning Paste, the answer may be to steer clear of mass media.

Rather than rolling out a massive traditional media campaign for the new toothpaste, which is designed to be used once a week in conjunction with regular toothpaste, P&G began sending samples to bloggers. P&G has also sent a survey about the product's marketing to more than 600,000 moms in an effort to help build buzz for the new toothpaste.

"[The product] is not necessarily intuitive," P&G spokeswoman Allison Yang said in reference to the decision to forgo the traditional 30-second spot. "What we've seen with research with consumers is that once they've seen it, they tell everybody."