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THE MARKET The ADA reported on August 1, 1960, that “Crest Another landmark for Crest was the develop-
The U.S. dentifrice market is highly competitive, has been shown to be an effective anticaries ment of Crest and Oral-B Healthy Smiles
fueled by improved benefits and new product (decay preventative) dentifrice that can be of sig- (COHS), created in 2000 to improve the state of
introductions. According to the latest available sta- nificant value when used in a conscientiously oral health by providing access, education, and
tistics, the dentifrice market accounts for just over applied program of oral hygiene and regular pro- tools to underserved children and their families.
$7.6 billion in annual sales and is growing at an fessional care.” The response To bring real change, COHS has forged partner-
annual rate of 17.6 percent. The market is seg- was electric. Within a ships with organizations including Boys & Girls
mented into base and premium, with base Clubs of America, the ADA, and leading mem-
products offering cavity and tartar protec- bers of local dental communities. Throughout the
tion and premium products offering country, COHS has built 10 Crest Smile
multiple benefits and whitening. Shoppes (dental clinics), sponsored four
The premium segment is driving mobile dental van programs, and
category growth as consumers organized treatment, screening, and
seek new and improved products. education events year-round.
ACHIEVEMENTS THE PRODUCT
Crest has been a leader in oral care inno- Crest’s heritage is grounded in the den-
vations since its introduction in 1955 and has tifrice market, but the company has
been the leading toothpaste brand in the United expanded into many other oral care product
States over the past 45 years. In 2005, Crest was lines. It now offers a broad range of products for
thrilled to celebrate its 50th year of providing year, Crest’s sales dental needs and conducts the nation’s best-
healthy, beautiful smiles to families across the nearly doubled. By 1962, known activities on behalf of good dental prac-
country. In 1976, the American Chemical Society they had nearly tripled, pushing Crest well ahead tices among children.
recognized Crest with fluoride as one of the 100 as the best-selling toothpaste in the United States.
greatest discoveries of the previous 100 years. In 2001, Crest revolutionized at-home RECENT DEVELOPMENTS
Crest, in 1999, was the first whitening toothpaste whitening with the launch of Crest Whitestrips®, As the market leader in the tooth whitening cate-
to receive the ADA Seal of Acceptance. In 2006, the first-ever patented strip technology designed gory, in January 2006 Crest introduced Crest
Crest received another ADA seal of acceptance to whiten teeth in 14 days. The unique strip for- Whitestrips Renewal, a new age-defying solution
for its Pro-Health toothpaste. mat conforms to the shape of teeth, utilizing the for the smile, designed to remove 20 years of
same enamel-safe ingredients dentists use for stains from teeth. The new product launch was
HISTORY close contact of the whitening agents with the supported with a fully integrated marketing cam-
The development of a fluoride toothpaste began tooth surface to get at stains beneath the surface paign that included television, print, and online
in the early 1940s when Procter & Gamble of teeth. Today, over 30 million people have tried advertising; in-store displays; consumer promo-
started a research program to find ingredients Crest Whitestrips products. tions; public relations; and interactive elements,
that would reduce tooth decay when added to a In 2003, Crest added dental floss to its range all themed to “Keep Them Guessing” about the
dentifrice. At that time, Americans developed of oral care products by purchasing consumer’s age.
an estimated 700 million cavities a year, the Glide floss business from W. L. Gore In August 2006, Crest launched Crest Pro-
making dental disease one of the most & Associates. Since then, Health Toothpaste after ten years of testing and
prevalent U.S. health prob- Crest has worked to extend the development. This breakthrough dentifrice marked
lems. In 1950, Procter & No. 1 dentist-recommended a significant advance in at-home oral care by pro-
Gamble developed a joint brand of floss, offering viding a number of therapeutic oral health and
research project team consumers a superior range whitening benefits combined in one product. Its
headed by Dr. Joseph of products. All Glide exclusive, proprietary Crest technology, the
Muhler at Indiana Uni- flosses are fashioned from Polyfluorite System®, makes it the first and only
versity to study a new GORE-TEX® material that toothpaste that protects against all these areas den-
toothpaste with fluoride. resists shredding and tists routinely check — gingivitis, plaque, cavities,
The study’s startling slides comfortably between tartar, sensitivity, and stains — and it freshens
results indicated that children ages six to 16 the teeth and below the gum line to remove food breath. Crest Pro-Health has the ADA seal of
showed an average 49 percent reduction in cavi- particles and plaque. acceptance; its technology is supported by 15
ties, and adults showed tooth decay reduction to In April 2005, Crest completed its oral patent applications and more than 70 published
almost the same degree. In 1954, Procter & care portfolio with the introduction of its first pieces of literature on the ingredients. The tooth-
Gamble submitted the results of its extensive test- mouthwash, Crest Pro-Health Oral Rinse. The paste delivers three FDA-recognized oral health
ing to the American Dental Association. Test mar- formulation is alcohol-free and has been shown care benefits: anticaries, antigingivitis, and pro-
keting of Crest with Fluoristan began in 1955; in laboratory tests to kill 99 percent of common tection against sensitivity. Since its launch, Crest
while initial sales were disappointing, they moved germs that can cause plaque, gingivitis, and bad Pro-Health has become one of the top-selling
forward with the national launch in January 1956. breath — all without the burn of alcohol. toothpastes in America.
24
Crest launches
Crest Whitestrips,
a revolutionary
product in
the whitening
and oral care
industry.
In September 2006, Crest partnered with whose preference indicates a strong loyalty to access to the media than ever before, allowing
Scientific American magazine to present the most brands with established heritage. The toothpaste’s them to choose when, where, and how to engage
comprehensive information and expert opinions unique formula balances health and beauty bene- with advertising and information. To adapt to this
regarding the relationship between oral health and fits that, with regular brushing, fight cavities and new marketing landscape, Crest has pushed to the
whole body wellness, including potential implica- tartar buildup, remove plaque, help freshen breath, forefront of the “influencer marketing” trend.
tions for future health-care models. The partnership and polish away stains for whiter teeth. Influencer marketing grows the brand by working
showed that Crest is committed to furthering with a variety of influencers to increase the believ-
research in this area, plus helping consumers under- PROMOTION ability of product claims and insert products into
stand the implications of gingivitis and periodontal The advertising campaign that launched the Crest consumers’ everyday lives in meaningful ways.
Client: Crest
disease and how to prevent these conditions. Project: Crest Timeline
brand has become one of the most memorable in From celebrity dentists and makeup artists to TV
File smil-
Crest Whitestrips revolutionized the tradi- marketing history. In television commercials, Name: and music superstars, Crest’s influencers are suc-
Date: 06.15.07 TimelineCREST_artREOL.ai
tional at-home whitening regimen in March 2007 ing children proudly proclaimed, “Look, Mom — cessfully creating brand relevance and credibility
Program: Illustrator Fonts:
with the introduction of Crest Whitestrips Daily CS2 cavities!” Along with the TV campaign, among target consumers. To reach Generation Y
no
Multicare, the first and only by: Cecilia Molina
Prepared Norman
print ads illustrated by Reviewed by:consumers, Crest partnered with MTV personal-
daily strip technology available Rockwell became classics. ity and hip-hop recording artist Nick Cannon for
In 2005, Crest celebrated its the launch of 212.807.6932
BorsaWallace, Inc. 40 West 27th Street, 8th Floor New York, NY 10001 p 212.807.6930 f Whitening Plus Scope Extreme
that was specially designed as
five-minute
the Ink/E ects: solution for the 50th year of providing healthy, toothpaste. The campaign included coverage in top
smile, whitening teeth in just beautiful smiles to families across entertainment media, a MySpace page, and an
five minutes a day. Working in the country. To celebrate, the online irresistibility quiz. Other Crest initiatives
three ways, Crest Whitestrips
CMYK brand held a national search for a have included country music superstar Martina
Daily Multicare was designed to child to be featured in an updated McBride for Crest Nature’s Expressions, TV star
remove surface stains, whiten by version of the iconic Norman Nicolette Sheridan for Crest Whitestrips, and
deep cleaning, and protect teeth Rockwell advertisements. The Grammy Award–winning R&B artist Mary J.
from everyday stain buildup, as winning child’s ad was featured in Blige for Crest and Oral-B Healthy Smiles.
the rate of whitening is higher an issue of People magazine.
than the rate of stain accumula- Enya Martinez, a five-year-old BRAND VALUES
tion. To support the product child from Miami, Florida, was Crest is a brand that has continually pushed to
launch, Crest Whitestrips enlisted the most cur- chosen as the new face of Crest. Whereas Norman improve oral health. Crest is among the most
rent celebrity experts to form the “Brighter 5 Rockwell’s ads represented America in the fifties, trusted household brands, a value reinforced by
Team” to provide exclusive time-saving tips and Enya reflects the diversity of America’s children in the continued recognition of its products by the
multitasking beauty and grooming tricks on a the new millennium. American Dental Association. Crest’s dream is to
branded microsite, www.Brighter5.com. In recent years, Crest has expanded its adver- lead the way in the passionate pursuit of perfect
The latest addition to the Glide family, Glide tising efforts beyond the product to highlight the oral health so that everyone can have a healthy,
Shred Guard, launched in March 2007. The floss brand’s commitment to promoting good oral health beautiful smile for life.
has added GORE-TEX® material to make this worldwide. Ethnic and interactive marketing have
floss up to 30 percent stronger than Glide both received increased attention in recent years.
Original, so it is shred-resistant-guaranteed and Crest has taken its marketing message to the
THINGS YOU DIDN’T KNOW ABOUT
less likely to get stuck between teeth. African American and Hispanic communities,
CREST
In another first from Crest, in April 2007 developing culturally relevant advertising, includ-
the brand introduced the new Crest Nature’s ing Spanish-language print and TV ads.
Expressions toothpaste, a unique combination of In 2003, the launch of Crest Whitening Expres- r Within two years of its ADA acceptance,
Crest’s trusted formula enhanced with natural flavor sions marked the second time Crest utilized a Crest’s sales nearly tripled, pushing Crest
ingredients for a refreshing and invigorating brush- celebrity spokesperson when it enlisted renowned well ahead as the best-selling toothpaste in
ing experience. The product’s three variants, Pure chef and flavor expert Emeril Lagasse to represent the United States.
Peppermint Fresh, Citrus Clean Mint, and Mint + the new toothpaste in an advertising campaign.
Green Tea Extract feature natural flavor ingredi- Singer and actress Vanessa Williams was the first r In 1976, the American Chemical Society
ents, which are naturally sourced and minimally celebrity spokesperson used in October 2000 for recognized Crest with fluoride as one of
processed. Nature’s Expressions was developed for the launch of Crest Rejuvenating Effects. the 100 greatest discoveries of the previous
the “mainstream naturals” consumer, a woman Due to the growing presence of interactive 100 years.
who wants to experience natural ingredients but media and social networks, consumers have greater
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