Crest – Protect the Areas Dentists Check Most

Category: Healthcare – OTC
Brand: Crest
Client: Proctor & Gamble
Primary Agency: Saatchi & Saatchi
Media Agency: SMG United
Contributing Agencies: DeVries Public Relations, Deskey, Medicus NY

STRATEGIC CHALLENGE

Crest is not only an iconic American brand, it is one of the four pillars of the Procter and Gamble company's success, and a tremendous source of pride for the world's best marketer. When Crest was surpassed in 1997 by Colgate, it was unacceptable. It was an outrage. The giant awoke.

For 40 years, where Crest went, the category went – we were the undisputed leader. But even more, Crest was deeply imbedded in the fabric of the American psyche, weaving a trail of memorable firsts....“Look Ma, no cavities” is still part of the vernacular. In 1956, Crest revolutionized the toothpaste category with the launch of the first cavity fighting fluoride toothpaste, The day after this announcement, the New York Stock Exchange was forced to open trading of P&G stock 11/2 hours late due to all the “buy” orders! We were the first to enlist recognition from a third party authority. On August 1, 1960, Crest was recognized by the American Dental Association as effective against tooth decay. In 1985 they did it again with the launch of the first Tartar Control toothpaste.