- Elaine Wong

Procter & Gamble has rolled out its first whitening toothpaste for the Crest Pro-Health brand, in hopes of boosting the slow-growing oral care category.

The new Crest Pro-Health Whitening Toothpaste, in Fresh Clean Mint flavor, will hit shelves next week. TV, print and online ads will begin running next month. Tagline: "Reflect your good health with a naturally white smile."

Packaging plays up the toothpaste's whitening benefit. Crest Pro-Health Whitening is for "the consumer who puts a lot of work into ensuring her mouth is healthy, and she wants that health to shine through in a beautiful, naturally white smile," said P&G rep Laura Brinker.

According to Mintel's June 2008 oral care report, 73% of consumers surveyed buy toothpaste based on whitening claims. The report also found that 67% of consumers agreed that the attractiveness of one's smile is important. The report linked oral health with overall health.

P&G originally introduced the Crest Pro-Health Toothpaste in Aug. 2006, also with whitening benefits. Pro-Health Whitening, however, touts whitening as the main benefit and promises to whiten teeth by up to 57% in three weeks. The product uses stannous fluoride (a fluoride agent) and an anti-tartar/whitening agent called sodium hexametaphosphate. The toothpaste also protects against gingivitis, tartar, plaque, tooth sensitivity, cavities and freshens breath.

P&G did not disclose spending for the Pro-Health Whitening campaign, but Brinker said the brand "is a business priority and we continue to invest significantly behind it." P&G spent $70 million advertising the brand in 2007 and $38 million through June, excluding online, per Nielsen Monitor-Plus.