Procter & Gamble is to reposition its Crest oral care range to highlight its benefits as a beauty brand. The move is an attempt to reinvigorate the brand, which struggles against the dominance of Colgate-Palmolive.
An industry source says that P&G will relaunch Crest toothpaste and toothbrushes with a focus on beauty benefits, such as tooth whitening. The range will carry the tagline “Five Signs of Healthy Teeth”, linking it to P&G beauty brands such as Olay, with its “Seven Signs of Ageing” slogan.
The brand will be supported for the first time in several years with a multi-million pound campaign, breaking in the summer. Crest will be repackaged, although there are no plans for any product launches to coincide with the overhaul. Saatchi & Saatchi handles creative advertising for the brand, with media buying by Starcom Motive.
The move has surprised industry insiders, although one source admits Crest is struggling against Colgate’s dominance. He says: “P&G decided some time ago not to fight too hard in the UK oral care market and so it’s not surprising that sales have not soared.
“P&G has dabbled with Crest on and off over the past two years, but I still have my doubts whether this new positioning will work.”