News Release

Crest Gum Detoxify Voted Product of the Year 2019

The Largest Consumer Survey of Product Innovation
Names Crest Gum Detoxify As the Oral Care Category Winner

Friday, February 8, 2019 10:00 am EST



Public Company Information:

"Backed by the votes of over 40,000 everyday consumers, the distinctive Product of the Year logo helps shoppers identify the best new products in the supermarket, and saves them valuable time and money during the shopping experience"

CINCINNATI--(BUSINESS WIRE)--Crest® Gum Detoxify™, a specially formulated toothpaste that reaches below the gum line to significantly improve gum health, has been named Product of the Year for 2019, by Kantar, a global leader in consumer research. Crest Gum Detoxify has been awarded the top honors in the Oral Care category.

Crest developed Gum Detoxify with Activated Foam technology that neutralizes harmful plaque bacteria that lurk below the gum line that even the most diligent brushers have trouble with. The Activated Foam seeks out bacteria by penetrating hard to reach places, gently cools gums during and after brushing, and goes around and below the gum line for lasting gum protection.

“We’re so proud that Crest Gum Detoxify has been awarded top honors in the Oral Care category by such a respected group, recognizing the best product innovations,” said Carlos De Jesus, Vice President of North America Oral Care. “We designed a paste that helps users go beyond regular brushing and focus on building a routine that achieves lasting gum protection because we know that gum problems and plaque build-up are a root cause of many issues, including bad breath, tartar buildup, cavities and gingivitis.”

“Backed by the votes of over 40,000 everyday consumers, the distinctive Product of the Year logo helps shoppers identify the best new products in the supermarket, and saves them valuable time and money during the shopping experience,” said Mike Nolan, CEO of Product of the Year. “In an increasingly competitive and saturated marketplace, the Product of the Year seal of approval gives our winning products a powerful tool proven to increase product trial, consumer awareness, distribution and sales."

For over 30 years globally, and 11 years in the US, Product of the Year has guided consumers to the best products on the market by recognizing companies and brands for quality and product innovation. Each year, Product of the Year accepts entries from consumer packaged goods that demonstrate innovation, and were launched within the previous year. The entries span a wide breadth of product categories, such as food, beverages, personal care, household care and more, with one product being chosen as a winner in its category through a nationally representative online study of 40,000 consumers conducted by Kantar.

The complete list of the 36 winning products of the 2019 Product of the Year Award can be found at, and follow along socially with #POYUSA2019 on Instagram, Facebook and Twitter.

Crest Gum Detoxify is available in Deep Clean, Extra Fresh, Gentle Whitening, and Two-Step varieties and can now be found at Drugstores, mass retailers and eCommerce sites. For more information about Crest Gum Detoxify, visit, Like Crest on Facebook or follow @Crest on Twitter and Instagram to receive updates and learn more about oral health.

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 countless cavities in the United States. Headquartered in Cincinnati, OH, Crest is owned and distributed by The Procter & Gamble Company.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands.

About Product of the Year:

Product of the Year is the world's largest consumer-voted award for product innovation. Established over 30 years ago, POY currently operates in over 40 countries with the same purpose: Guide consumers to the best products in their market and reward manufacturers for quality and innovation. Product of the Year winners are backed by the votes of 40,000 consumers in a national representative study conducted by research partner Kantar, a global leader in consumer research. The award is a powerful merchandising program for marketers proven to increase product sales, distribution and awareness. Winning products are announced in February each year and receive the right to use the Product of the Year logo in marketing communications for two years. For more information, visit

About Kantar:

Kantar is the world’s leading marketing data, insight and consultancy company. We know more about how people live, feel, shop, vote, watch and post worldwide than any other company. Working across the entire sales and marketing lifecycle, we help brands uncover growth in an extraordinary world. Kantar is part of WPP and its services are employed by over half of the Fortune 500 companies in 100 countries.


Crest Media:
Citizen Relations for Crest
Carla Ellison, (212) 613-4916