• March 8, 2010

Crest and Oral-B are launching an adult-focused effort, the "Better Check-Ups Challenge."

Procter & Gamble is offering adults who visit the dentist and use Crest Pro-Health products a check for $45 to cover the cost of their check-up if their oral health doesn't improve over the six-month period of the challenge.

The program is focused on six cities, with "ambassadors" from each. The ambassadors, selected from residents who sign up at CrestProHealth.com, must agree to use the regimen twice daily, as well as visit the dentist for an initial check-up, a three-month visit and then a final appointment at the end of six months to report results. The markets are Miami; Greensboro, N.C.; Atlanta; Las Vegas; Albuquerque, N.M.; and Baton Rouge, La.

Crest and Oral-B have also identified a dentist in each of the six cities to oversee the care of these ambassadors, ensuring they receive the proper attention and documenting their progress fully.--Karl Greenberg