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Dentistry and cycling united!

From 1988-1990, Crest toothpaste sponsored a cycling team that competed at the top level of the sport here in the United States. The team was outfitted with Crest-branded bicycles, jerseys, water bottles, and other accessories. One of these bicycles is now mounted on the wall of my dental office as wall art (pictured below), and that specific Cannondale SR500 is likely one of the consumer models that was available for purchase from Cannondale dealers in 1988 (one website suggests only 300 of these consumer level bikes were ever made). Built from Reynolds aluminum, the Crest-branded bike was American made and raced by top riders, like 1984 Olympic Gold medalist Alexi Grewal (pictured at right). The team was managed by Len Pettyjohn, and other Team Crest riders included: Chris Bailey, David Brinton, David Farmer, Todd Gogulski, Rishi Grewal, Paul McCormack, Scott Moninger, Tony Palmer, David Paranka, Andy Paulin, Glenn Sanders, Craig Schommer, and Steve Speaks.

 

Below are more images of my Team Crest wall art bicycle (click each to view a high-resolution version):

 

 

The fine people at Procter and Gamble shared these fantastic images with me. One is a 1988 Crest Toothpaste ad ("These winning smiles brought to you by Crest"). The other is a Baltimore area supermarket's ad for an upcoming stage in the 1989 Tour de Trump (yes, as in Donald Trump!). Click each image to view a high-resolution version.

 

 

 

 

 

 

 

 

Blue Crest bike?

In a few images (notably the one here, left and in the crest advertisement above), there are some baby-blue versions of the Team Crest bicycle. Not sure the story behind this light blue version. But what I really want to know about is the giant toothbrush attached to the seat tube of the frame!

 

 

 

 

 

 

 

Black Team Crest Bikes.

Although the team started racing on Cannondale bicycles in 1988, by 1990 Team Crest's bicycle sponsor was HUFFY. Anyone who knows bikes will know that HUFFY did not make decent road bikes. So even though their team bicycles said "HUFFY", they were actually custom steel frames, handmade by one of the finest American frame builders of the 1980's, Dennis Bushnell. These black Team Crest bicycles were made in very limited quantities for the team, with no consumer versions made. One of these days I hope to own one of those rare black Team Crest bicycles (the black Crest bike is my "white whale").

 

1984 Crest Fluorider

In 1984 Crest gave away “Fluorider” Big Wheels

"While reading the Wall Street Journal one day, Richard Levy saw an article about the enormous promotional budget that Proctor & Gamble had allocated for Crest Toothpaste. It didn't take Levy-a former publicist, Hollywood script­writer and marketing consultant-long to conceive of a big­wheel tricycle that incorporated an enlarged, durable plastic replica of a tube of Crest linking the floorboard with the handle bars. Research showed that every child in America in his or her lifetime will at least own or ride a big-wheel tricycle. Levy was able to sell the concept to the product's brand manager and ultimately established a team to manufacture "Crest Fluoriders" exclusively for Proctor & Gamble. The venture was so successful that, on one day, Levy remembers having 17 forty-foot trailers filled with tricycles leaving for P&G's warehouse. "That doesn't sound like much of an invention,'' you might say. It isn't. Levy has the capability, however, to identify salable marketing ideas to major game and toy manufacturers who recognize a profitable product when it is presented to them. Levy has gone on to create and sell more than 60 other "toys," some less complicated than the Crest Fluorider! He's now recognized as one of the top creative minds in the game and toy industry."

 

Exceprt from Power and Protocol for Getting to the Top: The Image, the Moves, the Smarts for Business and Social Success. 1992 by Jeffrey P. Davidson