Crest is an American brand of toothpaste and other oral hygiene products made by American multinational Procter & Gamble (P&G) and sold worldwide. In many countries in Europe, such as Germany, Bulgaria, Serbia, Ukraine, Belarus, Russia, Poland, Hungary, Latvia, Romania, Estonia and Lithuania, it is sold as Blend-A-Med, the name of an established German toothpaste acquired by P&G in 1987 (formerly Blendax GmbH). In France, Spain, Italy, Israel, Sweden, Finland, Colombia, Belgium, the Netherlands, Brazil, the United Kingdom, Ireland, Australia, New Zealand, Nigeria, Greece, Uruguay and Argentina, P&G markets similar oral hygiene formulations under the Oral-B brand.
Crest was introduced in the United States as “Fluoristan” in 1954, as it contained stannous fluoride. In 1955, the name of the product was changed to “Crest with Fluoristan.” The composition of the toothpaste had been developed by Joseph C. Muhler, Harry Day, and William H. Nebergall at Indiana University, and was patented by Nebergall. Procter & Gamble paid royalties from use of the patent and thus financed a new dental research institute at this university (“The House that Crest built”). The active ingredient of Crest was changed in 1981 to sodium fluoride, or “Fluoristat,” which it uses today as “Dentifrice with Fluoristat”; Crest Pro-Health uses stannous fluoride again and an abrasive whitener together called “Polyfluorite.” Crest is accepted by the American Dental Association (ADA), as well as by equivalent dental associations in other countries.
One notable ad campaign from the brand was in the late 1970s and early 1980s, written and produced by Gregory Sinnott and designed by comic book artist Herb Trimpe, where animated ads featured the “Cavity Creeps,” a group of grey-colored, rocky humanoid creatures bent on destroying the city of “Toothopolis” (essentially an island city protected by an enormous wall of teeth), with their signature battle cry “We make holes in teeth!” They were defeated time and again by the “Crest Team,” a group of people dressed in Crest-themed jumpsuits, who wielded giant toothbrushes and tubes of Crest to not only ward off the Cavity Creeps, but to protect the wall as well. The team would encourage children at the end of each commercial to “watch treats and see your dentist” so they could fight cavities “like the Crest Team.”
From 2004 to 2010, Crest sold dental floss under the Crest Glide brand, which is now called Oral-B Glide. After Procter & Gamble bought Gillette (which owned Oral-B), marketing for both was done together under “Pro-Health”.
https://en.wikipedia.org/wiki/Crest_(toothpaste)
Video preservation by DDVF.com for educational purposes. Original airdate was July 1992.
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