Crest branches out

Procter & Gamble is in the midst of rolling out three new toothpaste products under its 34-year-old Crest label.One of the products, Crest Ultra, is p&g's competitive response to Total, an anti-bacterial toothpaste launched in August by Colgate-Palmolive Canada.A second of...

Procter & Gamble is in the midst of rolling out three new toothpaste products under its 34-year-old Crest label.

One of the products, Crest Ultra, is p&g’s competitive response to Total, an anti-bacterial toothpaste launched in August by Colgate-Palmolive Canada.

A second of the new products combines Baking Soda Crest with a tartar-fighting ingredient, pyrophosphate.

According to industry observers, the addition of pyrophosphate to Baking Soda Crest, launched in 1993, is a natural move for p&g, since toothpaste brands containing tartar-fighting ingredients account for nearly half of total category sales.

In March, Colgate-Palmolive will introduce a similar product, Colgate Tartar Fighting Toothpaste with Baking Soda.

Colgate-Palmolive was the first Canadian toothpaste maker to introduce a toothpaste containing baking soda. Colgate with Baking Soda was launched in July 1992.

Other big news in the trio of new p&g toothpaste introductions is the innovative Sensitivity Protection Crest.

Sensitivity Protection, which is also being rolled out in the u.s., contains an ingredient called potassium nitrate that penetrates the dentine layer of a tooth and insulates the nerves.

Crest claims one in four people suffer some form of dental nerve sensitivity.

Toronto’s dmb&b is Crest’s ad agency.

Young & Rubicam, also of Toronto, handles the Colgate toothpaste account.

p&g did not have a Canadian spokesperson available who could discuss the company’s advertising plans for the new Crest products.

Carolyn O’Beirn, Colgate’s category manager on Colgate, says Colgate Tartar Fighting Toothpaste with Baking Soda will receive limited marketing support.

O’Beirn says Colgate views the product as a new Colgate flavor, rather than a new brand or significant innovation, so most of the support will take place in-store.