Four years ago, the American Den tal Association gave its seal of "recognition" to Procter & Gamble's fluoridated Crest toothpaste, and the $320 million dentifrice industry has not been the same since. Crest doubled its sales within a year, then passed Colgate Dental Cream, the longtime leader, to win the nation's No. 1 selling spot. The side effects of Crest's leap were consider able: a few fringe toothpastes were forced off the market, other brands' advertising budgets soared to keep up with Crest, and almost everybody in the business hurried back to the laboratory to develop a fluoride toothpaste...
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