Proctor & Gamble learned from its adventure of three years past that the consumer opinion does not a perfect product make. When it conducted a popular vote for a fourth flavor for Crest Whitening Expressions toothpaste, it turned up something called “Lemon Ice.” Three years hence, and the company thinks it needs replacing.
They’ve already got a new flavor determined, according to Elaine Wong of Brandweek. It’s called “Wintergreen Ice,” which also influenced by average Joes and Janes. 
Now, however, in addition to a mass poll, they are trying to interest the YouTube crowd in submitting videos with a catch phrase no more than 10 words in length that best sums up the pre- or post-floss experience. Crest will be seeking a winning line for future advertisements in an open call on YouTube running September 15 through October 17.
As before, celebrity chef Emeril “Bam!” Lagasse will play a starring role, though he reportedly will relinquish his role as an exclusive Crest sidekick in lieu of a so-called “American Idol-style” series of spots. New York marketing firm Digitas is said to be handling the Web push when it comes.
It’s not every day that we’re talking and gum scrubbing and gingivitis protection on Mashable, as you know. But those pearly whites won’t white themselves. And if you want your say on what you’ll be seeing in ad boxes on various websites in the coming weeks, and think the days of “Bam!” have come and gone, upload away. You’ve got about a month to come up with something killer before doors open.
I can think of many product makers that could have done with a little outside input of this sort. Microsoft’s Zune and “The Social” that arrived with it are what come immediately to mind.
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