Photo (cc) by stevendepolo
My friend emailed me the big news: Her dentist gave her a sample of mint chocolate-flavored Crest toothpaste and she loved it. And yes, my friend is an adult. And yes, she urged me to buy some as soon as I find it.
When Cincinnati.com reported that Procter & Gamble will release a new line of toothpastes in February — the Crest Be flavors, including Mint Chocolate Trek, Lime Spearmint Zest and Vanilla Mint Spark –– I thought it was, well, odd. But if my friend is any indication, Procter & Gamble may be on to something.
In fact, says Cincinnati.com, Procter & Gamble is targeting people just like my friend, a group they call “experiential consumers,” who aren’t afraid to switch brands.
Not that this is completely new ground for the company. The Associated Press reminds us:
In 2003, Crest introduced Crest Whitening Expressions in flavors like Cinnamon Rush, Fresh Citrus Breeze and Extreme Herbal Mint. The line was promoted by Chef Emeril Lagasse and his trademark ‘Bam!’ catchphrase.
We should have seen this coming. After all, we’re the ones who have such high needs to express individuality that we are snapping up everything from limited-edition cellphone cases to the latest tattoo designs. So here’s our latest vehicle for personal expression: toothpaste.
Think I’m kidding?
P&G marketing director Rishi Dhingra said the toothpastes were designed to “allow for an unexpected experience through flavors that offer personal expression.”
The toothpaste will reportedly retail for $4.99 a tube.