Proctor and Gamble 2011 Annual Report Download - page 22

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For our most passionate oral care consumers around the world,
having great teeth ranks right up there with great hair and
clothes. They believe that taking good care of their mouth is as
much about beauty as it is about hygiene. Beyond having healthy
teeth, they want a smile that really turns heads.
But conversations and shopping trips with these consumers
revealed that purchasing whitening products can be a confusing
experience. It’s often unclear which products work best—and if
any of them work well together. This insight led to a simple idea:
Combine Crest’s best whitening technologies into one collection
that’s easy to identify at the shelf and provides swift, brilliant results
when used together. The result was Crest 3D White.
From product formulation to packaging, Crest consistently
designed the 3D White regimen to communicate one clear
benefit— a smile that turns heads. Once the platform was well
established in 2010, Crest launched more products under the
3D White name in 2011 that continue to meet consumers’ needs—
like 3D White Floss and 3D White 2-Hour Express Whitestrips.
Crest 3D White is delivering strong results. With nearly a9%
value share of the U.S. oral care market and expanding into
24countries around the world, it’s giving 2.3billion consumers
access to a whiter smile.
*3D White is marketed under the Crest, AZ, Blend-a-Med, Ipana and Oral-B brand names, with
varying offerings under each that include toothpaste, toothbrushes, whitestrips, rinses and floss.
Crest 3D White*: Innovating More Completely
for a Smile That Turns Heads
“It’s about having inner beauty and outer
beauty. She knows she’s beautiful on
the inside, and wants to make sure her
outside matches. We’re letting her be
her best self.”
Niloo Farmand, Western European Paste Brand Manager
20 The Procter & Gamble Company