Introducing Crest Pro-Health Rinse -- The Final Step to a Complete Ora

CINCINNATI, Feb. 7, 2005 /PRNewswire/ -- New Crest Pro-Health Rinse -- the first Crest mouthwash -- "knocks out" 99 percent of germs* that can cause plaque, gingivitis and bad breath without the burn of alcohol in just 30 seconds. With this innovation, Crest has successfully formulated Cetylpyridinium Chloride (CPC) -- the active ingredient that delivers the product's health benefits -- in a no-alcohol formula. It will be available at mass market retailers nationwide in April 2005 and will be priced from $1.19 to $7.69(1) for five different sizes ranging from 36 ml to 1.5 liters.

(Photo: http://www.newscom.com/cgi-bin/prnh/20050207/CLM053 )

"After more than ten years of development, we created Crest's first mouthwash as an alternative to the intense experience of other oral rinses," says Diane Dietz, North American general manager for Crest. "Pro-Health Rinse's alcohol-free formula can deliver an enjoyable rinsing experience along with oral health benefits that consumers' desire."

MARKETING CAMPAIGN:

The Pro-Health launch is Crest's biggest initiative of the year and will be supported through a $100 million health-focused marketing campaign, including advertising, in-store promotions and public relations. The product begins to ship on March 14, 2005 and the advertising campaign will roll out at the end of March.

BENEFITS WITHOUT THE BURN:

"Rinsing is a critical component of an oral care regimen, but many mouthwashes contain more than 21 percent alcohol which can cause a burning sensation. The end result is that some of my patients don't always rinse twice a day for the recommended 30 seconds and therefore may not get the therapeutic benefits that they need from a mouthwash," says Jennifer Salzer, D.D.S. "Crest Pro-Health Rinse's alcohol-free formula is exciting because my patients will no longer need to compromise -- they can readily comply with their rinsing routine and could improve their oral health in the process."

Crest Pro-Health Rinse delivers the following important oral health benefits:

CREST PRO-HEALTH RINSE - Effectively kills 99 percent of germs - Helps prevent gingivitis -- an early form of gum disease -- and bad breath - Provides 42 percent greater plaque removal versus brushing alone(2) - Provides 12-hour protection against plaque and gingivitis for a cleaner mouth all day long (2) Vs. Brushing with a manual toothbrush CPC TECHNOLOGY:

The key to Crest Pro-Health Rinse's benefit is its no-alcohol formulation containing Cetylpyridinium Chloride (CPC). A safe and effective ingredient, CPC has been used in other mouthwash brands for years to help fight bad breath germs. Formulating CPC to provide therapeutic benefits has proven more difficult. "The innovation is that Crest Pro-Health's formula unlocks CPC's potential to fight germs that can cause plaque and gingivitis," says Matt Doyle, PhD, Procter & Gamble oral care product development. CPC, a positively charged compound, is attracted to negatively-charged cell membrane of bacteria -- not unlike the way that a magnet is drawn to metal. It binds itself to the germ's surface and causes it to break down. The end result is germ kill, gingivitis and plaque benefits -- without the burn of alcohol.

For more information on Crest Pro-Health Rinse, please visit http://www.crest.com/ .

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 a fluoride toothpaste 50 years ago, it is estimated that Crest has helped prevent more than half a billion cavities in the United States. In addition, Crest created Crest Healthy Smiles 2010, a national outreach program designed to help improve the state of oral health in America. By providing education, tools, and increased access to dental professionals, Crest hopes to reach 50 million children and their families. Headquartered in Cincinnati, Ohio, Crest is owned and distributed by Procter & Gamble .

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(1) Manufacturer's Suggested Retail Price. Pricing is at the sole discretion of the supplier. *In Laboratory Tests