Use Your Sensitive Teeth to Take a Bite out of Hunger This Summer

Crest® Pro-Health(TM) Sensitive Shield(TM) Toothpaste Teams Up with Alison Sweeney and Feeding America to Kick-off the Summer of Sensitivity

News provided by

Procter & Gamble

Jun 29, 2010, 05:05 ET

NEW YORK, June 28 /PRNewswire/ -- Procter & Gamble's Crest® Pro-Health™ Sensitive Shield™, kicked-off the Summer of Sensitivity campaign today in New York City's Penn Station in partnership with Alison Sweeney and Feeding America -- the nation's leading domestic hunger-relief charity. As part of the promotion, commuters and nearby pedestrians were encouraged to stop by and "trade-up" their sensitivity toothpaste for Crest Pro-Health -- the ONLY leading toothpaste to protect against teeth sensitivity and all these other areas dentists check most: cavities, gingivitis, tartar, plaque, fresh breath and whitening. Unlike the leading sensitivity toothpaste, Crest Pro-Health Sensitive Shield offers sensitivity protection plus other important oral care benefits that provide all-around protection for a healthy mouth.

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For each tube of toothpaste traded up, Crest Pro-Health Sensitive Shield will make a donation to Feeding America to support the fight against hunger. Additionally, for every tube of Crest Pro-Health Sensitive Shield toothpaste sold in the U.S. between July 1 and September 1, 2010, Crest will donate 10 cents to the charity (guaranteed minimum donation of $100,000), to help feed more than 37 million Americans - including 14 million children and three million seniors - in local communities across the country.

"When it comes to proper nutrition, I believe there shouldn't be compromises. Same goes for my oral care routine. I use Crest Pro-Health Sensitive Shield toothpaste to help treat my sensitivity without trading off any of the other important oral care benefits that only the leading toothpaste, Crest Pro-Health can cover," said Alison Sweeney, actress, author and host of NBC's "The Biggest Loser." "That's why I've teamed up with the maker of Crest Pro-Health Sensitive Shield. We believe no one should have to make compromises when it comes to having access to nutritious food, so I am thrilled to be working with them on this Summer of Sensitivity campaign to help feed people in local communities across the country."

More than 50 percent of adults will struggle with sensitivity at some point in their lifetime.(1) Teeth sensitivity is primarily caused by enamel loss and gum recession that exposes dentin tubules. This exposure allows external triggers such as hot and cold temperatures to reach deep inside the tooth and stimulate the nerves, causing pain and sensitivity.

"We believe other oral health benefits should not be compromised for sensitivity protection," said Andrea Zahumensky, Brand Manager, Procter & Gamble. "Crest Pro-Health Sensitive Shield not only helps treat sensitivity but provides other important oral health benefits at the same time. Now your purchase can help make a difference in your community, so please join us along with Feeding America in winning the fight against hunger."

For more information on Crest Pro-Health Sensitive Shield, visit www.crestprohealth.com.

ABOUT CREST

A trusted leader in oral health, Crest was the first oral care brand to secure the ADA Seal of Acceptance for a clinically proven fluoride toothpaste. Since first introducing fluoride toothpaste 54 years ago, it is estimated that Crest has helped prevent more than half a billion cavities in the United States. Headquartered in Cincinnati, OH, Crest is owned and distributed by Procter & Gamble.

ABOUT PROCTER & GAMBLE

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

ABOUT FEEDING AMERICA

Feeding America provides low-income individuals and families with the fuel to survive and even thrive. As the nation's leading domestic hunger-relief charity, our network members supply food to more than 37 million Americans each year, including 14 million children and 3 million seniors. Serving the entire United States, more than 200 member food banks support 61,000 agencies that address hunger in all of its forms. Feeding America is headquartered in Chicago. For more information on how you can fight hunger in your community and across the country, visit www.feedingamerica.org.

(1) Dababneh RH et al. Br. Dent. J. 1999; 187:6

SOURCE Procter & Gamble