In a partnership with rival Royal Philips Electronics, the maker of Sonicare products, P&G will unveil the IntelliClean System to dentists today. It hopes to have the product on store shelves nationally next spring.

With a toothpaste container inserted inside the toothbrush and the paste pumped up into the bristles, the product is designed to appeal to people willing to invest in the newest technologies in tooth care, said Ayman Ismail, general manager of global oral care at P&G.

P&G earns about $200 million in sales from its Crest SpinBrush, which range from $5 to $10.

"Our research indicates there's a very strong demand for this," Ismail said. "It tested very well."

The toothpaste is "liquefied" once it hits the bristles of the rechargeable toothbrush.

The two companies claim this makes it is as close to flossing as a brusher can get without actually flossing. P&G has several patents on the product, from the lock on the toothpaste container to the toothpaste itself.The toothpaste includes a pump button that sends the paste up through the toothpaste head, allowing brushers to add more toothpaste as they brush, P&G said.

For the Crest brand, it's a move into another category that also includes toothpaste, toothbrushes, the Whitestrips whitening product and floss. That makes Crest a poster child for P&G's strategy of capitalizing on its flagship brands in developing new products.

The new brush also symbolizes P&G's new willingness to partner with rival companies in order to bring new products into stores.

E-mail cpeale@enquirer.com