Crest wants to make brushing your teeth an invigorating, tasty experience. Next week, they'll roll out a line of toothpastes known as "Be," which includes flavors such as Lime Spearmint Zest, Vanilla Mint Spark and Mint Chocolate Trek. Tubes will be available for $4.99 each.
The aim is to have folks "explore outside their boundaries" by "[arousing] their senses." Chocolate is allegedly an aphrodisiac (it actually isn't, people just like eating it). Anyway, the Mint Chocolate Trek morphs from chocolate to "a minty cool sensation and ends with a lingering fresh feeling." That feeling is enlightenment.