br4_044-045 6/17/05 3:32 AM Page 44

THE MARKET disappointing, they moved forward with the THE PRODUCT The U.S. dentifrice market is highly competitive, national launch in January 1956. With sluggish Crest’s heritage is grounded in the dentifrice mar- fueled by improved benefits and new product sales continuing, however, Procter & Gamble was ket, but the company has expanded into many introductions. According to the latest available prompted to consider gaining recognition from the other oral care product lines. It now offers a broad statistics, the dentifrice market accounts for just ADA to reinforce their decay-preventing benefits range of products for dental needs and conducts over $2 billion in annual sales and is growing at to consumers. Beginning in 1954, P&G submitted the nation’s best-known activities on behalf of an annual rate of 2 percent. to the ADA the results of the company’s clinical good dental practices among children. The market is segmented into base and pre- tests. After careful review of the data, the ADA mium, with base products offering cavity and tar- reported on August 1, 1960, that “Crest has been RECENT DEVELOPMENTS tar protection and premium products offering shown to be an effective anticaries (decay preven- In March 2005, as a result of a strategic alliance multiple benefits and whitening. The premium tative) dentifrice that can be of significant value between Procter & Gamble and Philips, the segment is driving category growth as consumers when used in a conscientiously applied program IntelliClean system from Sonicare and Crest was seek new and improved products. of oral hygiene and regular professional care.” launched. This first-of-its-kind integrated power The response was electric. Within a year, toothbrush and toothpaste dispensing system was ACHIEVEMENTS Crest’s sales nearly doubled. By 1962, they had designed to clean deep between teeth to bring Crest has been a leader in oral care innovations nearly tripled, pushing Crest well ahead as the users one step closer to daily flossing compared since its introduction in 1955 and has been the best-selling toothpaste in the United States. to a standard manual brush and paste. leading toothpaste brand in the United More than 20 million people have States over the past 45 years. In 2005, tried Crest Whitestrips products. In April Crest was thrilled to celebrate its 50th 2005, Crest launched its newest product, year of providing healthy, beautiful Crest Whitestrips Premium Plus. In just smiles to families across the country. 10 days, it provides whiter teeth for 18 In 1976, the American Chemical months — a solution to consumers’need Society recognized Crest with fluoride for affordable, long-lasting whitening as one of the 100 greatest discoveries of that’s easy to use at home. To celebrate the previous 100 years. Crest, in 1999, the launch, Crest Whitestrips conducted was the first whitening toothpaste to an online sweepstakes with actress receive the ADA Seal of Acceptance. Brittany Murphy, giving one consumer a In October 2004, Crest Whitestrips chance to win 18 luxury handbags — Premium won three editorial beauty awards from one for each month of a long-lasting, whiter Allure magazine, including Editor’s and Reader’s smile. Crest Whitestrips Premium Plus is a choice for Best Teeth Whitener in the Tools cat- short-term commitment with long-term results egory and a Best Beauty Breakthrough award. that uses active oxygen, the whitening agent in hydrogen peroxide, to whiten teeth. HISTORY Expanding the whitening category fur- The development of a fluoride toothpaste ther, Crest Night Effects Premium for began in the early 1940s when Procter & Sensitive Teeth also launched in April 2005. Gamble started a research program to find A new product for people who want a whiter ingredients that would reduce tooth decay smile but are concerned about tooth sensi- when added to a dentifrice. At that time, tivity when they whiten, it has a gentle, time- Americans developed an estimated 700 mil- release formula that whitens while you sleep. lion cavities a year, making dental disease one In September 2004, Crest Whitening of the most prevalent U.S. health problems. Expressions, a line of toothpastes designed to In 1950, Procter & Gamble developed a enhance the brushing experience, launched the joint research project team headed by Dr. latest edition to its family of flavors — Joseph Muhler at Indiana University to study Refreshing Vanilla Mint. For the first time in a new toothpaste with fluoride. The study’s Crest’s history, the product was launched on the startling results indicated that children ages national hit television show The Apprentice, six to 16 showed an average 49 percent reduc- generating overwhelming consumer interest. tion in cavities, and adults showed tooth The line of toothpastes, which combine the decay reduction to almost the same whitening power of Crest with a choice of four degree. In 1954, Procter & Gamble sub- refreshing flavors, Cinnamon Rush, Extreme mitted the results of its extensive testing Herbal Mint, Fresh Citrus Breeze, and now to the American Dental Association. Refreshing Vanilla Mint, allows consumers the Test marketing of Crest with Fluoristan freedom to pick a flavor that meets their taste began in 1955; while initial sales were and personality preferences.

44 br4_044-045 6/27/05 6:33 PM Page 45

Crest continued to expand its line Norman Rockwell chose his subjects from ©2005 P&G of high-performance, battery-powered an elementary school in Stockbridge, SpinBrushes in 2004 with the launch of Massachusetts, but today’s contest entrants Crest SpinBrush Pro Whitening, featuring represented the diversity of the country, design innovations that enable consumers with entries coming in from all ethnic to whiten their teeth while they clean them. groups and regions of the country. The SpinBrush, says Michael Kehoe, In recent years, Crest has expanded P&G’s vice president/general manager– its advertising efforts beyond the prod- Global Oral Care, has “become the most uct to highlight the brand’s commitment popular power brush in America and is to promoting good oral health world- leading the conversion of manual brush wide. This breakthrough equity cam- users to powered brushes.” paign has showcased Crest’s support of In April 2005, Crest completed its oral such key areas as dental education for care portfolio with the introduction of its children, geriatric dentistry, and profes- first mouthwash, Crest Pro-Health Oral sional dental education. Rinse. The formulation is alcohol-free Ethnic and interactive marketing and has been shown in laboratory tests to have both received increased attention in kill 99 percent of common germs that can recent years. Crest has taken its market- cause plaque, gingivitis and bad breath ing message to the African American — all without the burn of alcohol. Crest and Hispanic communities, developing has successfully formulated Cetylpyri- culturally relevant advertising, including dinium Chloride (CPC) — the active Spanish-language print and TV ads. ingredient that delivers the product’s oral In 2003, the launch of Crest Whiten- health benefits — in a patent-pending “Look Mom, I’m the new Crest Kid!” ing Expressions marked the second time alcohol-free formula. Crest utilized a celebrity spokesperson Another landmark for Crest was the when it enlisted renowned chef and fla- development of Crest Healthy Smiles vor expert Emeril Lagasse to represent 2010 (CHS 2010), created in 2000 to In celebration of Crest’s 50th birthday, the new toothpaste in an advertising we introduce Enya Martinez, winner of a improve the state of oral health by pro- nationwide search for the new Crest Kid. campaign. Singer and actress Vanessa viding access, education, and tools to at Healthy, Beautiful Smiles for Life. Williams was the first celebrity spokes- least 50 million children and their fami- person used in October 2000 for the lies by 2010. To bring real change to the launch of Crest Rejuvenating Effects. lives of underserved children, CHS 2010 four mobile dental van programs, and had forged partnerships with organiza- organized treatment, screening, and BRAND VALUES tions including Boys education events year- Crest is a brand that has continually pushed to & Girls Clubs of round. In addition, improve oral health. Crest is among the most America, the ADA, CHS 2010 also trusted household brands, a value reinforced by and leading members reached 90 percent the continued recognition of its products by the of local dental communities. Throughout of all first-grade classes in the American Dental Association. the country, CHS 2010 has built ten Crest county via in-school oral-health edu- Crest’s dream is to lead the way in the pas- Smile Shoppes (dental clinics), sponsored cation programs. sionate pursuit of perfect oral health so that every- one can have a healthy, beautiful smile for life. PROMOTION The advertising campaign that launched the Crest brand has become one of the most memo- THINGS YOU DIDN’T KNOW ABOUT rable in marketing history. In CREST television commercials, smiling children proudly proclaimed, ❍ “Look Mom — no cavities!” The day after Crest received recognition from the American Dental Association, the Along with the TV campaign, print volume of buy orders for Procter & Gamble ads illustrated by Norman Rockwell stock was so great that the trading was became classics. delayed for an hour and a half. In 2005, Crest celebrated its ❍ 50th year of providing healthy, As one of the Procter & Gamble global beautiful smiles to families across brands, Crest is a part of a global organiza- the country, and to celebrate, the tion that makes and markets health-care products in 140 countries, with roughly brand held a national search for a $37 billion in annual worldwide sales. child to be featured in an updated version of the iconic Norman ❍ Researchers tested more than 500 fluoride Rockwell advertisements. The win- compounds before focusing on the two most ning child’s ad was to be featured promising — iridium and stannous fluoride in an issue of People magazine. — with the latter ultimately chosen. Enya Martinez, a five-year-old ❍ The factors that led P&G to the development child from Miami, Florida, was of Crest included awareness that children in chosen as the new face of Crest. several towns in the western part of the Whereas Norman Rockwell’s country were virtually cavity-free because ads represented America in the of the natural presence of fluoride in their fifties, Enya reflects the diversity communities’ drinking-water supplies. of America’s children in 2005.

45