New Crest Complete Multi-Benefit Whitening + Deep Clean Toothpaste
How do you know it's working?
You can feel it!

CINCINNATI--(BUSINESS WIRE)-- From the click of a seatbelt or the opening of an umbrella, to the reassuring icon confirming an email message has been sent, everyday we rely on signals that let us know we're good to go. Similarly, people look for products that they know will simply work, so they can check the basics off their list and move on with their day. Now families can make their oral routines easier with the introduction of the new Crest^® & Oral-B^® Complete collection - a comprehensive offering of toothpastes, mouthwashes, toothbrushes and flosses that you can feel working. From cavity protection and whitening, to fresh breath and deep cleaning, the new Crest & Oral-B Complete products help check the basics, like your oral care routine, off your list.

As part of the Crest & Oral-B Complete collection, new Crest Complete Multi-Benefit Whitening + Deep Clean toothpaste provides the protection you need with an up to two times cleaner feeling¹ and a signal that tells you your whole mouth is clean. Its unique combination of ingredients - now with 33 percent more Silica than regular toothpaste and a unique Polyionic Complex made of three cleaning ingredients – leaves your mouth with a lasting clean feeling after you brush¹.

"Between work, my daughter, my home and taking care of myself, I've got a lot on my plate. With all of the things I have going on, I don't have time to over-think my oral care routine. After all, life happens outside the bathroom," said Eva La Rue, actress on the hit television series, "CSI: Miami." "I can feel new Crest Complete Multi-Benefit Whitening + Deep Clean toothpaste working - giving me the confidence to move on with my day."

Pair new Crest Complete Multi-Benefit Whitening + Deep Clean toothpaste with Oral-B Complete SATINfloss, the Oral-B Complete Deep Clean manual toothbrush or the Oral-B Complete Action power toothbrush for a clean sensation you can feel. The Complete collection also includes many products that people are already familiar with, like Crest Whitening Expressions, Scope^® Outlast mouthwash, Crest Extra Whitening toothpaste and Crest Plus Scope toothpastes.

"P&G Oral Care offers innovative, effective products designed to meet specific, targeted consumer needs," says John Pearson, Toothpaste Brand Manager, P&G North America Oral Care. "The new Complete product collection was designed for those consumers who want simple, effective products that they know will work. Period. Crest & Oral-B Complete features products that people can feel working so they can feel confident about their oral care."

In October, Crest & Oral-B are taking the new Complete collection down south to O, The Oprah Magazine's annual O You! event in Atlanta, GA. More than 5,000 people from around the country will have the chance to sample the new products while taking in advice from O, The Oprah Magazine's featured speakers. Eva La Rue will also attend the event on behalf of Crest & Oral-B Complete to discuss how she manages to stay fresh while juggling being a mom and starring in the No. 1 most watched television show in the world.

As of August 2011, Crest Complete Multi-Benefit Whitening + Deep Clean toothpaste will be available at mass retailers and drugstores nationwide. For deals and updates on the new Complete family of products, visit www.crestcomplete.com or like us on Facebook at www.facebook.com/crest.

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include Pampers^®, Tide^®, Ariel^®, Always^®, Whisper^®, Pantene^®, Mach3^®, Bounty^®, Dawn^®, Fairy^®, Gain^®, Pringles^®, Charmin^®, Downy^®, Lenor^®, Iams^®, Crest^®, Oral-B^®, Duracell^®, Olay^®, Head & Shoulders^®, Wella^®, Gillette^®, Braun^®, Fusion^®, Ace^®, Febreze^®, and Ambi Pur^®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

¹ Versus ordinary toothpaste

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