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Crest launches new flavoured toothpastes


After feedback suggested that customers found the range of toothpastes on offer boring, US company Proctor & Gamble has launched a new ‘Be’ line of products as part of a reinvention of the Crest brand. The new line will include Vanilla Mint Spark and Lime Spearmint Zest; all flavours will still contain fluoride to help fight cavities and keep the teeth healthy.

The Mint Chocolate Trek flavour, costing £3, could soon find its way to Britain if the company takes notice of the customer opinions on current toothpaste choices. Head of scientific communications for Procter & Gamble, John Scarchilli, said that perfecting the exact flavour for the toothpaste was sometimes tricky. He said ‘We actually use a proprietary flavouring-and-cooling technology that delays the onset of the mint, to let the chocolate make the first impression. Holding back the mint long enough – 30-to-40 seconds – lets the chocolate be satisfying.’

Spokesperson for the company, Michelle Lohman, said that customers in the USA could expect to see the line in stores during the first week of February and it is expected to enter shops in Canada shortly after; no news yet on whether the line will be launched in the UK in the near future.

Viewers complain about Oral-B toothpaste advert


For the second time in as many weeks a celebrity endorsing toothpaste has found themselves at the centre of numerous complaints regarding the quality of the product they are advertising. ITV This Morning host Holly Willoughby is part of the ad campaign for Oral-B 3D White Brilliance toothpaste but viewers have been questioning how natural her white teeth really are and whether the company are giving the impression that the toothpaste can whiten teeth almost as well as a professional treatment.

Viewers suggest that Holly’s teeth have been digitally improved or that the whiteness is from professional whitening rather than just using the toothpaste for two weeks. The firm that owns Oral-B, Proctor & Gamble, have confirmed that the presenter did use the product over a two-week period and found that her teeth where noticeably whiter, without any help in post-production.

Regardless of the complaints the Advertising Standards Agency sided with the company, finding that, despite some minor changes to the original footage, the outcome was not exaggerated to the point where it could be considered misleading to consumers. The Agency stated that ‘We examined both the graded and un-graded version of the ad and noted the overall appearance of Ms Willoughby’s teeth in the ad had not been significantly modified…. We considered the ad did not exaggerate the efficacy of the advertised product. We therefore concluded that the ad did not breach the Code.’

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