Consumer Packaged Goods (CPG), which is basically anything that you find in a supermarket, has always struggled with how to approach the internet/digital. Their model for the last fifty years has been to blast ads all over TV, which was easily segmented into specific groups depending on the product. I spent some time working with these companies, and by and large they are not sure how to approach the internet.
Buying up lots of banner ads isn't the same as buying lots of time during specific shows. No one wants to sit through their commercials, and tracking Return on Investment on their ads is entirely different than what they are used to, and the jury is still out on effectiveness of those ads. Facebook lets anyone come along and build out some very, very specific segments and advertise their niche product. Also, as TV watching drops, CPG HAS TO find a better way to reach people online.
Because CPG still hasn't found something that "clicks" in the online space, and this looks like an experiment for Crest to see if this is an area that makes sense for them to explore long term... they can't reach people on TV because people are playing games, so why not advertise to them in the game?
Like previous attempts, it just doesn't really make sense to the audience. CPG still has some work to do to find a way to reach people, and there is a LOT of money to be made by the person that figures it out.