Tom's of Maine® Launches New Natural Simply White® Toothpaste with Sheryl Crow Concert Partnership

KENNEBUNK, Maine, May 4, 2011 /PRNewswire/ -- Tom's of Maine plans to bring back the natural beauty of smiles with its new, natural whitening toothpaste Simply White, and a fun partnership with Sheryl Crow's "100 Miles From Memphis" concert tour kicking off May 7.  The project involves greening the concert tour, beautification events in key markets, a live chat with Sheryl Crow and an exclusive free song download for fans while supplies last.

To view the multimedia assets associated with this release, please click: http://multivu.prnewswire.com/mnr/tomsofmaine/49937/

(Photo: http://photos.prnewswire.com/prnh/20110504/MM90212 )

"We wanted to find a memorable way to introduce Simply White and celebrate natural beauty," said Ellen Saksen, Oral Care Associate Brand Manager at Tom's of Maine. "Sheryl Crow is an American icon who shares our passion for the environment and healthy living. As we take Simply White on tour, we hope people will join us on the ground to bring back natural beauty and think about ways they can take care of their own natural beauty."

Bringing Back Natural Beauty with Simply White

Now available nationwide, Simply White toothpaste is clinically proven to whiten teeth and contains no bleaching ingredients.  It provides whitening, cavity protection and fresh breath all in one and combines naturally sourced silicas to gently remove surface stains. As with all Tom's of Maine products, there are no artificial flavors or preservatives and no animal testing or animal ingredients.

Greening Crow's "100 Miles From Memphis" Tour

Through support from Tom's of Maine and Reverb, the music industry's leading environmental organization, Sheryl Crow's spring tour will feature sustainability changes such as biodiesel fuel, recycling bins at concert venues and a commitment to natural cleaning products, local and organic catering and reusable/biodegradable hospitality products, among other initiatives. At her tour venues, concertgoers can visit Tom's of Maine at the on-site Eco-Village to learn more and to receive a free sample of Simply White toothpaste while supplies last.

Working Together To Bring Back Natural Beauty

To help celebrate the Simply White launch, Tom's of Maine will be partnering with non-profits in select cities to help restore parks, rivers and gardens with volunteer beautification efforts. The events are scheduled for Boulder, CO (May 14), Eugene, OR (May 14), Boise, ID (May 14), and Salt Lake City (June 24). Local residents can join in the fun and help with projects fit for all ages. Events are open to the public space permitting or on a first come, first serve basis. Sign-up information can be obtained by calling the non-profit listed on the Tom's of Maine Facebook page. Tom's of Maine is providing funding for trees, flowers, supplies and equipment and will offer free Simply White samples as a thank you to participants while supplies last. Details, including time and location, are available at facebook.com/tomsofmaine.

Enjoy A Free Song Download

Fans who can't join Tom's of Maine and Sheryl Crow on the road can visit the Tom's of Maine Facebook page for an exclusive free download of her live recording "Long Road Home – Live from the Pantages", while supplies last.

Join For A Live Chat on May 19

To discuss greening her tour and her passion for the environment, Crow will be doing a live, online video chat from the road on May 19 at 7 p.m. ET. She will take questions from fans who submit questions in advance or tune in for the chat live. For more information on the chat, visit the Tom's of Maine Facebook page.

Going Across Country: Sheryl Crow Tour Schedule

The "100 Miles From Memphis" tour, in partnership with Tom's of Maine, includes the following dates.  For ticket information visit www.sherylcrow.com/events

About Tom's of Maine

Tom's of Maine is a leading natural products company focused on oral and personal care. TOMs sells high-quality toothpaste, mouthwash, dental floss, deodorant, bar soap, and body wash products.  Many TOMs products are Kosher and Halal certified.  The company has a long-standing commitment to supporting people, communities and the living planet. For over 40 years, Tom's of Maine has sponsored hundreds of non-profit efforts by giving 10% of its profits back to the community and encouraging employees to use 5% (12 days) of employee time to volunteer. Tom's of Maine employees regularly contribute suggestions for improving the company's high sustainability standards. And their ideas, from wind power to ways to improve recycled and recyclable packaging options, are critical to the company's sensitive way of doing business. Tom's of Maine enjoys partnering with its consumers, vendors and community organizations to support lasting, positive change good for people and the planet. Visit us online at http://www.tomsofmaine.com/ or at http://www.facebook.com/home.php#!/TomsofMaine.

About Reverb

Based in Portland, Maine, Reverb is a 501(c)(3) non-profit organization that was founded in 2004 by environmentalist Lauren Sullivan and her musician husband, Adam Gardner of Guster. Reverb provides comprehensive, custom greening programs for music tours while conducting grassroots outreach and education with fans around the globe.

Reverb has worked on over 100 major tours and 1,800 events, helped artists and fans reduce or eliminate over 100,000 tons of CO2, fueled trucks and busses with over 675,000 gallons of biodiesel fuel, hosted over 2,500 environmental groups in their interactive Eco-Village, trained over 7,000 volunteers and reached over 15 million fans.

For more information, http://www.reverb.org.

SOURCE Tom's of Maine