Crest Introduces New Line with Most Unexpected and Fun Toothpaste Flavors Yet!

  Crest Introduces New Line with Most Unexpected and Fun Toothpaste Flavors

  Crest Be® Offers Consumers Unique Experiences to Amp Up the Daily Brushing

Business Wire

CINCINNATI -- January 28, 2014

Today  Crest introduced Be, an innovative new line of toothpastes that
combines unexpected flavors with refreshing cleansing benefits. The line
features three new, bold and exciting flavors including Mint Chocolate Trek,
Vanilla Mint Spark and Lime Spearmint Zest. Each toothpaste provides the
efficacy expected from Crest including cavity protection, cleaning, fresh
breath and whitening. Now brushing is anything but ordinary thanks to Crest

Crest Be will be available in Mint Chocolate Trek, Lime Spearmint Zest and
Vanilla Mint Spark (Photo ...

Crest Be will be available in Mint Chocolate Trek, Lime Spearmint Zest and
Vanilla Mint Spark (Photo: Business Wire)

“Crest is always looking at trends to develop products that give consumers a
unique yet effective experience,” said Rishi Dhingra, Marketing Director,
Procter & Gamble. “Crest Be® was developed out of the research and insights
that consumers are looking for experiential purchases. The new toothpastes not
only provide the foundational benefits needed for oral health but allow for an
unexpected experience through flavors that offer personal expression.”

Crest Be® Lime Spearmint Zest starts out with a fresh, juicy and fragrant
taste and finishes with a touch of lingering coolness. The lime enhances and
compliments the spearmint flavor, delivering a unique and dynamic brushing
experience like you’ve never experienced!

Crest Be® Vanilla Mint Spark plays off of a favorite combination with two
notes that blend incredibly well. The vanilla provides a contrast to the
sharpness of the peppermint and this toothpaste will leave a unique minty
aftertaste that is cool and refreshing.

Crest Be® Mint Chocolate Trek opens with a rich, creamy cocoa flavor that
provides an indulgent and decadent experience. Got an adventurous spirit or a
sweet tooth? Well then this is the toothpaste for you. The cocoa flavor
evolves into a minty cool sensation and ends with a lingering fresh feeling.

The new toothpastes, developed by an expert in-house team of flavorists at
Procter & Gamble, introduce a unique offering unlike other options on store
shelves. Now consumers can explore outside their boundaries, arouse their
senses and energize their brushing routine like never before!

The new Crest Be®  toothpastes will begin to be available the first week of
February and will retail for $4.99. The products can be found in drugstores,
mass retailers nationwide and on

For more on the unexpected and Crest Be®, be sure to check out and

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®,
Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®,
Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®,
Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G
community includes operations in approximately 70 countries worldwide. Please
visit for the latest news and in-depth information about P&G
and its brands.

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Katie Wilson, 646-500-7686
Meghan Donovan, 646-500-7713
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