P&G's Crest brand announces launch of Crest Be toothpaste products, available in mint chocolate, vanilla mint and lime spearmint flavors; products will be available first week of February at retail price of US$4.99

CINCINNATI , January 28, 2014 (press release) – Crest Be® Offers Consumers Unique Experiences to Amp Up the Daily Brushing Routine

Today Crest introduced Be, an innovative new line of toothpastes that combines unexpected flavors with refreshing cleansing benefits. The line features three new, bold and exciting flavors including Mint Chocolate Trek, Vanilla Mint Spark and Lime Spearmint Zest. Each toothpaste provides the efficacy expected from Crest including cavity protection, cleaning, fresh breath and whitening. Now brushing is anything but ordinary thanks to Crest Be®!

“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.”

Crest Be® Lime Spearmint Zest starts out with a fresh, juicy and fragrant taste and finishes with a touch of lingering coolness. The lime enhances and compliments the spearmint flavor, delivering a unique and dynamic brushing experience like you’ve never experienced!

Crest Be® Vanilla Mint Spark plays off of a favorite combination with two notes that blend incredibly well. The vanilla provides a contrast to the sharpness of the peppermint and this toothpaste will leave a unique minty aftertaste that is cool and refreshing.

Crest Be® Mint Chocolate Trek opens with a rich, creamy cocoa flavor that provides an indulgent and decadent experience. Got an adventurous spirit or a sweet tooth? Well then this is the toothpaste for you. The cocoa flavor evolves into a minty cool sensation and ends with a lingering fresh feeling.

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 like never before!

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.

For more on the unexpected and Crest Be®, be sure to check out www.Facebook.com/Crest and www.Twitter.com/Crest.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

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