Crest is rolling out a new line of bold flavored toothpastes that include mint chocolate, lime spearmint and vanilla mint.
"You should see it in stores first week of February," said Procter & Gamble spokeswoman Michelle Lohman. The line will also roll out in Canada shortly after the U.S. launch next month.
P&G hopes to elevate toothpaste purchases to a level more exciting than what's been the market norm of long-time habitual buying.
Until now, Crest has only offered the traditional mint and cinnamon varieties.
Chief Financial Officer Jon Moeller mentioned the Be line in last week's quarterly earnings report as an effort to attract new adventurous, "experiential consumers."
Karen Machleit, head of the marketing department at the University of Cincinnati, said Procter & Gamble is trying to appeal to brand-switchers who are always looking for something new.
"It's a way of reinvigorating interest in a brand," she said. "By having a variety of products, they keep consumers from switching." (USA Today)