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Emeril Lagasse Partners with Crest Whitening Expressions To Find the New Catch Phrase

Tuesday, September 16, 2008 General News J E 4
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CINCINNATI, Sept. 15, 2008 Emeril Lagasse, renowned chef,restaurateur and America's beloved expert on everything flavorful, knows theimportance of spicing up everyday life. The ultimate chef has once againpartnered with Crest Whitening Expressions to re-launch its line of flavoredtoothpastes. The Crest Whitening Expressions toothpastes are new, uniquelyformulated products with a sensational flavor system and a new flavor,Wintergreen Ice. To celebrate in the name of great flavors, Crest WhiteningExpressions and Emeril are hosting the "What's Your Catch Phrase?" contest insearch of the new catch phrase that best captures the essence of the flavorexperience of Crest Whitening Expressions. The winning catch phrase will befeatured in a new Crest TV commercial and just might be bigger than "BAM!"

"I'm all about surprising people's palates and encouraging them toincorporate flavor into their daily life in small ways, like brushing yourteeth with a delightfully flavored toothpaste," says Lagasse. "I'm thrilledto be working with Crest Whitening Expressions again, this time in the searchfor the next catch phrase. It's fun to change things up now and again, so Iam excited to see what consumers will 'whip' up for the new commercial. We'llsee if anyone can beat my BAM."

Beginning Sept. 15, 2008, consumers 18 years of age or older can enter thecontest by posting a video of their catch phrase onhttp://crest.com/whatsyourcatchphrase. Submissions must be thirty seconds orless and capture the essence of Crest Whitening Expressions -- unique flavorwith a bold blast of freshness. Please visit http://www.crest.com/whitening-expressions-toothpaste/catch-phrase-youtube-rules.jsp (Due to the length ofthe URL, please copy and paste into browser.) for complete contest rules andregulations. On Oct. 24, 2008 up to five finalists will be chosen and Americacan vote to determine the winner. The winner will be announced during theweek of Nov. 10, 2008. The winning catch phrase will appear in a new CrestWhitening Expressions TV commercial, and the winner will be invited for anall-expense paid trip to New York for a behind-the-scenes visit to theproduction of the commercial!

Emeril Lagasse and Crest Whitening Expressions have a long historytogether. Five years ago, Lagasse helped launch Crest Whitening Expressionswith his infamous "BAM" expression that he still uses today.

CREST WHITENING EXPRESSIONS' FOUR BOLD FLAVORS:

Crest Whitening Expressions combines specially developed flavors with thewhitening power of Crest in four exciting varieties:

-- New Wintergreen Ice -- delivers an icy burst of wintergreen flavor thatcools the mouth and wakes your senses.

-- Cinnamon Rush -- a bold blast of cinnamon that keeps the taste budstingling.

-- Extreme Herbal Mint -- delivers an intense rush of natural mint withherbal extracts for an invigorating brushing experience.

-- Refreshing Vanilla Mint -- combines refreshing mint with vanillaflavors for a cool and inviting brushing experience.

ABOUT EMERIL LAGASSE

Emeril Lagasse is the chef/proprietor of ten award-winning restaurants inNew Orleans, Las Vegas, Orlando, Miami and Gulfport, MS. He is a national TVpersonality and host of Emeril Green, a new series exploring fresh andseasonal ingredients on Discovery Communications' Planet Green. He has hostedover 1500 shows on the Food Network, and is the food correspondent for ABC's"Good Morning America." Lagasse is the best-selling author of twelvecookbooks including "Emeril's New New Orleans" and "Emeril's There's a Chef inMy World." Emeril Lagasse joined the Martha Stewart family of brands in April2008, when Martha Stewart Living Omnimedia, Inc. (NYSE: MSO) acquired theassets related to Lagasse's media and merchandising business, includingtelevision programming, cookbooks, emerils.com website and his licensed
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