Back in December 2012 I wrote about Be. wines, a Beringer brand targeted at young women. “Be.” is a cute ’n’ sassy truncation of “Beringer,” and each varietal is tagged with an imperative: Be.Bright (Pinot Grigio), Be.Radiant (Riesling), Be.Flirty (Moscato), and so on.
So much cleverness obviously begged to be imitated. And so behold (or Be.hold) Be toothpaste from Crest, which I spotted at Walgreen’s earlier this week.
Crest launched the “innovative new line” back in January. According to a press release from Procter & Gamble, Crest’s parent company:
“Crest is always looking at trends to develop products that give consumers a unique yet effective experience,” said Rishi Dhingra, Marketing Director, Procter & Gamble. “Crest Be® was developed out of the research and insights that consumers are looking for experiential purchases. The new toothpastes not only provide the foundational benefits needed for oral health but allow for an unexpected experience through flavors that offer personal expression.”
As you can see, not only does Be toothpaste share a name (albeit an unpunctuated one) with Be. wine, it also duplicates the commanding tone. “Be Dynamic” is the brand’s “lime spearmint zest™” flavor; “Be Inspired” is “vanilla mint spark™”; and “Be Adventurous” is “mint chocolate trek™.” Yes, the TMs are [sic].
Chocolate-flavored toothpaste is weird enough; I’m not convinced I want to invite a trek into in my mouth. (All those muddy boots…) Some unexpected experiences are best left unexperienced.