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Crest, Oral-B Kick Off ‘4X Cleaner Crusade’

Aimed at improving oral health of Americans.

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By: TOM BRANNA

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Crest and Oral-B plan to give the “mouths of Americans a makeover.” According to the P&G brands, one-fourth of U.S. adults aged 65 and older have lost all of their teeth. Inspired by this startling statistic, Crest and Oral-B have started a cross-country crusade, the “4X Cleaner Crusade,” to educate people on how they can achieve better oral heathincluding four times better plaque reduction with regular use of the Crest and Oral-B Pro-Health system of products compared to a regular manual toothbrush and regular anticavity toothpaste

“Oral health problems are common and costly in America,” says Dr. Robert Gerlach, DDS, MPH, research fellow, P&G Worldwide Clinical Investigations. “An estimated $102 billion was spent on dental services in the United States in recent years. Many of the issues dentists see in patients are preventable with a proper oral care routine and regular dental check-ups.”

The Crusade aims to shed light on the state of oral health in America with stops in the two worst-teeth cities in America—St. Louis, MO and Philadelphia, PA—determined by findings published in a 2010 report from Men’s Health magazine. The events will allow consumers to see for themselves the plaque that is left behind on their teeth through a digital plaque imaging system. A dental professional will also meet one-on-one with consumers who receive plaque images to answer questions and offer advice about how to help prevent future dental problems.

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