P&G launches Crest weekly cleaning paste

CINCINNATI Procter & Gamble has announced the launch of its new Crest Weekly Clean Intensive Cleaning Paste, the brand’s first and only weekly cleaning paste that works to complement a regular brushing routine.

The formula features exclusive technology that combines Crest’s ActivClean Crystals and a blend of polishing silicas. When used as directed, Crest Weekly Clean Intensive Cleaning Paste promises to leave teeth feeling smooth and clean in-between dental visits, according to P&G.

The product will be available as of September for a suggested retail price of $3.99. It is available in Refreshing Mint flavor.

To support the launch, the company is kicking off in September a non-traditional media plan featuring an extensive VocalPoint Word of Mouth program, five-second TV tags and other Crest commercials, as well as FSCIs and in-store materials.