GCI Magazine

Segments Sponsored by

Email This Item!
Increase Text Size

Experiential Purchases Behind New Crest Be Toothpaste Line

Posted: January 28, 2014

Crest introduced Be, a new line of toothpastes that combines unexpected flavors with cleansing benefits. The line features three new, bold flavors, including Mint Chocolate Trek, Vanilla Mint Spark and Lime Spearmint Zest.

“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.”

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. 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 www.crest.com/be.