Procter & Gamble Co.'s Crest Pro-Health Sensitive Shield toothpaste brand has kicked off its "Summer of Sensitivity" campaign in New York City's Penn Station transit hub in partnership with television celebrity Alison Sweeney and hunger relief charity Feeding America.


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Crest Pro-Health kicks off 'Summer of Sensitivity'

June 28th, 2010

NEW YORK – Procter & Gamble Co.'s Crest Pro-Health Sensitive Shield toothpaste brand has kicked off its "Summer of Sensitivity" campaign in New York City's Penn Station transit hub in partnership with television celebrity Alison Sweeney and hunger relief charity Feeding America.

As part of the promotion, commuters and nearby pedestrians were encouraged to stop by and trade up their sensitivity toothpaste for Crest Pro-Health, which P&G said is the only leading toothpaste to protect against tooth sensitivity as well as cavities, gingivitis, tartar and plaque while freshening breath and whitening teeth. Crest Pro-Health Sensitive Shield toothpaste made its debut in March.

For each tube of toothpaste traded up, P&G said Monday, 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 United States between July 1 and Sept. 1, Crest will donate 10 cents to the charity, with a guaranteed minimum donation of $100,000, to help feed more than 37 million Americans — including 14 million children and 3 million seniors — in 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," commented Sweeney, an actress and author and the host of "The Biggest Loser" on NBC TV. "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 half of adults will struggle with sensitivity at some point in their lifetime, P&G reported. Tooth sensitivity is primarily caused by enamel loss and gum recession that exposes dentin tubules, allowing 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," stated Andrea Zahumensky, brand manager at P&G. "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."

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