An American Icon Celebrates Fifty Years of Smiles

An American Icon Celebrates Fifty Years of Smiles

Crest Celebrates Its Birthday with the Search for the Next Crest Kid


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Cincinnati, OH–(HISPANIC PR WIRE)–January 3, 2004–A whole new generation of kids will be proudly declaring “Look, Mom – No cavities!” as they vie for the chance to be the next “Crest Kid”. In celebration of the brand’s 50th birthday, Crest announced today it will be searching for a child to star in the next Crest print ad and receive a $25,000 college scholarship.*

“Crest launched back in 1955 as the first toothpaste with fluoride and helped to improve the oral health of millions,” said Sarah Irizarry, brand manager, North American Oral Care. “This contest is Crest’s way of celebrating its heritage and commitment to helping millions of families attain healthy, beautiful smiles for life.”

The contest kicks off today and entries can be submitted in English or Spanish online until midnight February 14 or through mail-in. Parents of children ages five to ten can enter a photo of their child smiling, along with a statement explaining why their child believes he/she should be the next Crest kid. Official rules and entry details are available at http://www.crest.com.

Celebrating Fifty Years of Firsts

Crest was the first toothpaste to contain fluoride and it was the first toothpaste to receive recognition by the ADA in 1960. It prides itself in being the oral care brand to carry out some of the nation’s best-known activities to educate and promote good oral health among families across the country, particularly Hispanics.

In 1964, Crest launched the Crest 1st Grade Program, the first corporate oral health in-school curriculum. This program teaches oral health and hygiene to more than 4 million 1st graders by providing high quality educational materials for the classroom and offering fun activities that stress the importance of oral health to the students. Also approved by the American Dental Association, this program provides the foundation for a lifetime of healthy, beautiful smiles for parents and children.

As a result of the Surgeon General oral health report in 2000 revealing that oral health disease had reached epidemic levels, particularly among Hispanics, Crest created Crest Healthy Smiles 2010 (CHS 2010), one of biggest initiatives in the brand’s history and the first holistic oral care corporate program that brings tools, access to care and education to children. To affect real change in children’s oral health across the country, CHS 2010 created alliances with Boys & Girls Clubs of America, the ADA and other leading members of the dental community to provide bilingual oral health education and access as well as tools to children across the country. Through CHS 2010, Crest hopes to make a significant impact in the oral health of 50 million children and their families by 2010.

Through this program, Crest was also the first oral care brand to reach Hispanic families on Children’s Dental Health Month as part of their commitment to eradicating the oral health epidemic. CHS 2010 has partnered with the Hispanic Dental Association and Sofia Vergara to educate Hispanic parents and encourage them to improve the oral health habits of their children. In 2005 it will continue its relationship with the HDA and partner with Dayanara Torres to raise awareness of the epidemic during Children’s Dental Health Month. .

During the 45th Annual Grammy(R) Awards held February 23, 2003, Crest reached another major milestone when it aired its advertisement for Crest Whitening with Scope in Spanish. This was the first time a P&G consumer product aired a Spanish-language advertisement during a nationally broadcast event for the general public. The spot also aired in other general market programs including the Latin Grammy(R) Awards and the ALMA Awards.

Later that year, Crest launched its first line of flavored toothpastes, Crest Whitening Expressions. The flavors selected- Cinnamon Rush, Extreme Herbal Mint and Fresh Citrus Breeze – were a result of extensive research conducted in key Hispanic markets across the country. The print campaign included scratch and sniff scented ads, which enabled consumers, especially those who are scent-oriented buyers, to experience and select the flavor that was right for them. This technology was also incorporated in the product’s packaging to address the Hispanic consumer’s desire to see, smell and test the product before purchase.

Through these ongoing collective efforts, Crest plans to continue to build a better relationship with Hispanics and continue to help improve the oral health of families across the country for the next fifty years.

In addition to the Search for the Next Crest Kid, other birthday celebrations will include in-store offers and a birthday giveaway totaling $50,000 in prizes. Check out www.crest.com for more information.

Crest(R) is owned and distributed by Procter & Gamble [NYSE:PG]. Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Bounty(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R), Olay(R) and Clairol Nice ‘n Easy(R), Head & Shoulders(R), and Wella. The P&G community consists of almost 110,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

* awarded in the form of US Savings Bonds

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CONTACT:

DeVries Public Relations

Evelyn Galarza, (646) 253-0205

An American Icon Celebrates Fifty Years of Smiles