P&G turns to YouTube for new Crest slogan

NEW YORK Procter & Gamble is hitting YouTube in search of a new slogan to market the new Wintergreen Ice flavor of its Crest Whitening Expressions toothpaste.

Since 2003, P&G has used celebrity chef Emeril Lagasse’s “Bam!” catch phrase, but it will allow users to submit videos for a new slogan between Sept. 15 and Oct. 17 by saying what they think of the brand using 10 words or fewer.

The winning phrase will be used in TV spots for the new flavor, which replaces Lemon Ice.