CREST
A BREAKTHROUGH
IN ORAL CARE
Crest was introduced in 1954 by Procter & Gamble as Fluoristan because of its stannous fluoride content. It was created by Dr. Joseph Muhler, William H. Nebergall, and Harry G. Day, who were part of a research team at Indiana University Bloomington. The toothpaste was renamed Crest with Fluoristan the following year. Crest was different from other toothpastes at the time; while most brands primarily cleaned and polished teeth, Crest was designed to fight cavities, help prevent tooth decay, and strengthen tooth enamel. Crest quickly gained popularity, expanding nationwide by 1956 and launching major advertising campaigns, including the famous "Look, Mom, No Cavities!" campaign and print advertisements featuring illustrations by Norman Rockwell.
A GLOBAL LEADER
IN ORAL HEALTH
In 1960, Crest became the first toothpaste to receive the American Dental Association Seal of Acceptance for cavity protection. This allowed Crest to shift its marketing focus toward highlighting scientific research and endorsements from dental professionals. Within two years, Crest's sales had tripled, making it the best-selling toothpaste in the United States. Crest was later recognized by the American Chemical Society as one of the 100 greatest discoveries of the twentieth century. Procter & Gamble continued to expand the Crest product line, introducing whitening and sensitivity toothpastes as well as teeth-whitening strips. The brand later received additional ADA Seal of Acceptance recognitions for several whitening products and the ADA Seal of Protection for formulas designed to help protect against acid erosion. Crest remains one of the world's most popular and recognized oral care brands and continues to improve oral health for millions.
