- Elaine Wong

Crest has a new toothpaste flavor coming out next month, and this time the expression "Bam!" won't be enough to describe it.

The catch phrase coined by New Orleans celebrity chef Emeril Lagasse has been associated with Procter & Gamble's Crest Whitening Expressions brand since 2003. Now with the introduction of its fourth flavor, Wintergreen Ice, the company is asking YouTube fans to come up with the brand's new slogan.

From Sept. 15 through Oct. 17, consumers can submit videos featuring their take on the brand in 10 words or less. The winning phrase will be incorporated in upcoming TV spots advertising the new flavor, which replaces Lemon Ice. Lemon Ice launched in 2005 following a contest in which consumers voted for the flavor they wanted most. P&G also polled consumers before deciding to introduce wintergreen ice.

TV spots running next month show Lagasse and a panel of judges evaluating contestants as they perform their catch phrase American Idol-style. "We're looking for the best catch phrase for Crest Whitening Expressions . . . So Shawn, what have you got?" Lagasse asked a contestant in one spot. Saatchi & Saatchi, New York, handles TV while Digitas, New York, manages online. Print supports. The ad budget was not disclosed.

"After five years, we wanted to update the formula to ensure we were continuing to offer a great brushing experience," said Mike Kernish, Crest brand manager, "Crest Whitening Expressions is all about great flavor which ties in perfectly with Emeril's cooking philosophy of bringing out great flavor experiences."   

The campaign is another instance of how brands are increasingly turning to consumers for creative content, said Blake Cahill, svp-sales and marketing at Visible Technologies, Seattle. These ideas are often "many times more creative than what their own agencies deliver," he said.