REFLECT YOUR GOOD HEALTH WITH NATURALLY WHITER TEETH IN THREE WEEKS: CREST INTRODUCES NEW PRO-HEALTH WHITENING TOOTHPASTE

CINCINNATI, May 2008 – When people engage in wellness activities, like a frequent exercise routine or a controlled diet plan, they want to see results of the positive changes they make. Similarly, they want the healthy dental care choices they make to be evident in their smile’s appearance, but surface stains and plaque accumulation can prevent their best smile from shining through. In September 2008, with the introduction of new Crest-Pro Health Whitening Toothpaste, the health of their smile can be reflected in their naturally whiter teeth!

“We developed Crest Pro-Health Whitening toothpaste for the person who wants the health of their smile to be reflected by its appearance,” says Doreen Bayliff, Vice President North American Oral Care for Crest and Oral-B, “They described this appearance as a ‘naturally white’ smile – not an exaggerated or artificial bright smile, but one that brings out the natural color of their teeth.”

NATURALLY WHITER TEETH AND A HEALTHY SMILE

Plaque accumulation and surface stains caused by coffee, tea, and/or wine can get in the way of revealing a healthy smile. Crest Pro-Health Whitening toothpaste provides both health and whitening benefits. It protects all these areas dentists check most: fights cavities, tartar, sensitivity, plaque and gingivitis; whitens; and protects against bad breath.

Crest Pro-Health Whitening toothpaste removes more plaque than ordinary toothpaste, provides plaque protection throughout the day, and kills bacteria that can cause plaque and gingivitis. Moreover, it reduces unhealthy buildup and up to 50 percent of surface-level stains for naturally whiter teeth in just three weeks¹.

New Crest Pro-Health Whitening toothpaste is formulated to whiten away surface stains. More of Crest’s best cleaning agent gently removes surface stains, so your naturally white teeth reflect the health of your smile. The key is Crest Pro-Health’s exclusive Polyfluorite System, which is a combination of Stannous Fluoride and Sodium Hexametaphosphate. Stannous Fluoride, a clinically proven fluoride agent that helps kill and inhibit bacteria, provides unique health benefits. Sodium Hexametaphosphate, which delivers cosmetic benefits, is an advanced anti-tartar/whitening agent that works with a combination of effective, but gentle whitening agents that polish away extrinsic surface stains and protect against new stains.

AVAILABILITY

In September 2008, Crest Pro-Health Whitening Toothpaste will be available in Fresh Clean Mint flavor in a 4.2oz tube for $2.99, 6.0oz tube for $3.49 and 7.8oz tube for $3.99 (suggested retail prices).

About Crest
A trusted leader in oral health, Crest was the first oral care brand to secure the ADA Seal of Acceptance for a clinically proven fluoride toothpaste. Since first introducing fluoride toothpaste 50 years ago, it is estimated that Crest has helped prevent more than half a billion cavities in the United States. Headquartered in Cincinnati, OH, Crest is owned and distributed by Procter & Gamble.

About Procter & Gamble (NYSE:PG)
Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®. Bounty®, Dawn®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella, Gillette®, and Braun. The P&G community consists of almost 140,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.