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Crest® Cavity Creeps: How IU Built Toothopolis

An online exhibition of Crest® toothpaste history and marketing


ADA Council Approves Crest As First Truly Anti-Decay Dentifrice. (1960). ADA News Letter, 13(14), 1-2.

Cassell, D. (2015). The Incredible Herb Trimpe. Raleigh, North Carolina: TwoMorrows Publishing.

Dental Association: Toothpaste "Recognition" Subject of Controversy. (1961). Science, 134(3487), 1349. doi:10.1126/science.134.3487.1349

Miskell, P. (2004). Cavity protection or cosmetic perfection? Innovation and marketing of toothpaste brands in the United States and Western Europe, 1955–1985. Business History Review, 78(1), 29-60.

Muhler, J. C. (1946). Toxicity of fluorides in dental health. Dental Student, 25(2), 28-30.

Muhler, J. C., Radike, A. W., Nebergall, W. H., & Day, H. G. (1954). The effect of a stannous fluoride-containing dentifrice on caries reduction in children. Journal of Dental Research, 33(5), 606-612. doi:10.1177/00220345540330050401

Muhler, J. C., Radike, A. W., Nebergall, W. H., & Day, H. G. (1955). Effect of a stannous fluoride-containing dentrifice on caries reduction in children. II. Caries experience after one year. Journal of the American Dental Association, 50(2), 163-166.

Muhler, J. C., & Van Huysen, G. (1947). Solubility of enamel protected by sodium fluoride and other compounds. Journal of Dental Research, 26(2), 119-127. doi:10.1177/00220345470260020301

Rossok, K. M. (2000). The history of the Oral Health Research Institute. <Indianapolis, Ind. :: IUPUI Publishing, Document and Distribution Services>.

Special Thanks To...

The IU School of Dentistry's Illustrations Department, particularly Abby Morgan who created amazing exhibition labels for the in-person exhibition based on the "Crest Triangle." It's worth coming to see the in-person exhibition just to see the labels!