The company says it is giving consumers a chance to vote for its preferred toothpaste flavor in an effort to develop its Whitening Expressions brand. A comprehensive nation-wide election campaign will enable US citizens to vote 'demolish the toothpaste dictatorship' that has always seen mint flavored toothpaste dominating store shelf space.
Since May 2nd Crest has been running a phone hotline as well as an opportunity to vote on its website for people from all 50 US states, aged 18 upwards. Individuals can vote on whichever flavor the they prefer the sound. The choice is between Lemon Ice, Sweet Berry Punch and Tropica Exotica.
Although the consumer does not get to taste the toothpaste flavor, the company has made a detailed description of the flavor experience. As an example, Sweet Berry Punch is described as 'a sweet, tangy berry flavour that leaves your mouth refreshingly thrilled. The consumer has to decide which description sounds the most enticing, then place their vote by July 31st.
The campaign has also roped in stars from the big screen to promote the flavor contest, including Actress Drea de Matteo, Maggie Gyllenhaal and Bradley Whitford.
"This is about freedom of flavor," said Matt Barresi, associate director of marketing - Procter & Gamble North America Oral Care. "We want to give the public a chance to take this matter into their own hands and tell us what they think the next flavors of Crest Whitening Expressions should be."
Last Fall Crest introduced a range of four flavors to the Whitening Expressions line. In an effort to promote the produt the flavors were introduced in a Variety Pack, which contained 0.85-ounce tubes of the four flavors: Cinnamon Rush, Extreme Herbal Mint, Refreshing Vanilla Mint, and Fresh Citrus Breeze.
The company says that the flavors were extremely well received by consumers, which has in turn encouraged the company to develop the flavor range further.
According to Crest's research, because consumers have found the new flavors to be more interesting, on average adults have been shown to spend 8 per cent more time cleaning their teeth, when compared to normal mint-flavored toothpaste.