In 1952 , he joined Procter & Gamble in dental products .
In 1952 , he persuaded the American Dental Association to endorse a new product , Crest toothpaste , which went on to become one of P&G 's best - selling brands .
In 1952 , he joined Procter & Gamble in dental products and persuaded the American Dental Association to endorse a new product , Crest toothpaste , which went on to become one of P&G 's best - selling brands .