Crest Spits Out New Toothpaste that Replicates Dental Cleaning

Procter & Gamble said it launched Crest Weekly Clean Intensive Cleaning Paste, a new product to help consumers achieve a smooth, clean feeling between regular dental visits. The toothpaste uses a concentrated formula that polishes teeth with an ingredient similar to what dentists use, said the CPG giant. It can be used as a complement to a regular brushing routine.

"Through consumer research, Crest discovered that consumers are looking for a way for their teeth to feel smooth and clean whenever they choose" said Diane Dietz, g.m. of North American Oral Care for P&G. "We developed Crest Weekly Clean to offer consumers a way to achieve this feeling at home in-between regular dental visits."

P&G said it is supporting Crest Weekly Clean with a non-traditional media plan featuring an extensive VocalPoint Word of Mouth program, five-second TV tags on other Crest commercials, as well as FSIs and in-store materials.

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