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Crest's New Interactive Website Connects With Consumers

Contact:
imc²
Angie Byrnes

214.224.1017

DALLAS, October 25, 2004 – Procter & Gamble's (P&G's) Crest recently launched its new website, www.Crest.com. Dallas-based interactive agency, imc², designed the site, which signifies an overall change in direction for the Crest brand.

Until now, each brand under the Crest umbrella (Crest Glide, Crest Night Effects, etc.) used specific mini-sites to communicate their individual equity. Although the sites for these individual brands are now part of www.Crest.com, Crest ensured that each retained the individual equities that they had established.

One significant component of the new site is the support of Crest's Dental Plan equity, meaning every Crest product fits within an overall oral health plan for the consumer. The site includes tools that enable consumers to create a customized Dental Plan based on their specific oral care needs. To integrate with offline media, the site closely resembles recent Crest commercials.

The site launched days before Crest's new toothpaste flavor, Refreshing Vanilla Mint, was featured on "The Apprentice." The two Apprentice teams were given $50,000 and tasked with generating excitement about the new toothpaste flavor. P&G ran a commercial at the end of the show that drove viewers to the Crest site where they could submit their ideas for how they would market the new toothpaste. The winner will receive a trip to the final taping of "The Apprentice."

About Procter & Gamble

P&G markets nearly 300 brands to five billion consumers in 160 countries. P&G makes a significant annual investment in developing and improving its products – leading the way in R&D globally among consumer products companies. P&G's External Business Development and Global Licensing organization is charged with ensuring the company maximizes the value of its 'treasure trove' of technologies by selling, licensing and, in some cases, donating these technologies. The unit is also responsible for licensing select P&G brand trademarks.