Crest

So what you guys are doing is like identical.

He was using Crest Toothpaste

and Tide deodorant.

It takes us a little time.

And at Colgate, we make a little less than half of all the tubes.

There's a good chance your toothpaste of choice is made by Colgate or its leading competitor, Crest.

Together, these two brands control around 75% of the $22 billion a year global toothpaste market.

And staying at the top requires constantly thinking about everything from the precise level of mintiness in the formula to the speed at which the paste comes out of the tube.

Kind of a classic example of a product that you didn't really need.

So the question is, how do you create that sense of a product being just more than a commodity?

The answer came in the 1950s when Procter & Gamble released Crest, the first widely commercialized toothpaste to use fluoride.

Fluoride is a natural mineral that prevents tooth decay.

Yes, it's...

I know, but it's not like a nice kid brand like Crest or Colgate.

I

don't have kid teeth anymore.

bad.

That's what I say.

We grew up with Crest.

Do they still offer you the bubblegum flavor when you get your teeth cleaned? Oh, the fluoride? Oh, you mean the...

Josh, you brush your teeth with...

Brilliance, I think is what it's called.

It

I'm going to go Colgate.

Oh, I would

say Crest.

Let's see if I can find out here.

Let's begin with a little Procter & Gamble.

You know it, make of Tide Detergent, Pampers, Diapers, Crest Toothpaste.

Well, the stock is up 2.5% here pre-market.

Sales and profits last quarter beat expectations, driven mostly by improved sales volumes.

It's such a good ad.

Almost as good as Emeril for Crest Toothpaste.

Bam! Bam!

I made my mom get me the orange flavor one.

[laughs]

[laughs] I just, I was, I was wondering why I was enjoying that, that, that raspberry Crest I bought the other day.

[laughs]

[laughs] Dude, speaking of Crest, I bought some toothpaste the other day, and it was Crest.

And, you know, each brand these days, whether it's Colgate, Crest or Ultra, uh, whatever it is, they all got a bunch of different flavors.

These days, toothpaste is so damn good, I look forward to brushing my teeth.

Sometimes in the middle of the night- If I get hungry, I could go in and get two pieces of bread and put some peanut butter on one side and some toothpaste on the other, have a peanut butter and toothpaste sandwich, and accomplish two tasks at one time.