Photo courtesy of IU Archives
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In 1956, Crest toothpaste, featuring a stannous fluoride compound patented by three Indiana University researchers, hit the national market. Royalties helped build the future Oral Health Research Institute in Indianapolis, and the toothpaste's "Look, Mom, no cavities" advertising campaign became imbedded in American popular culture. Joseph Muhler, whose research on stannous fluoride led to the formula for Crest toothpaste, is pictured in this 1960 publicity photo. Muhler’s collection
of papers, along with a large sampling of bite-wing X-rays from the original Crest tests, are housed at the University Archives.
Learn how the IU School of Dentistry is currently
taking the bite out of childhood tooth decay.
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