Five Finalists Show off Catch Phrases in Crest Contest

Crest is moving into the final phase of a contest to find a new catch phrase for its Crest Whitening Expressions that can live up to the now well-known “bam!” expressed with such exuberance by spokesperson Emeril Lagasse.

The five finalists entries in the “What’s Your Catch Phrase?” contest that have been selected by a panel of judges are now being voted on by visitors online to determine a winner.

The grand prize is a chance to see the winning phrase in a Crest TV commercial. The top vote getter will also receive $5,000, a trip for two to New York City that includes a "behind-the-scenes" visit to the production of a Crest TV spot and $1,000 in spending money. The other finalists will receive Crest Whitening Expressions toothpaste.

Entrants submitted up to 30-second videos showing a catch phrase of 10 words or less to their YouTube accounts at or joined YouTube to participate.

The submissions were judged based on originality and creativity of the phrase (40%); appropriateness of the phrase to the Crest Whitening Expressions brand image (40%) and clarity (20%).

The finalists were notified via a message to their YouTube account and were required to respond within 48 hours. The winner is expected to be announced this week.

Lagasse plays a prominent role in the campaign, appearing on the contest’s home page and encouraging people to participate.

“Come on, get to it,” he says.