A Google search for the term yields no results. Calle & Company is the only marketing firm on the planet that returns a result among marketing, advertising and sales companies. Perceptual Monopolies.
The managers at Procter & Gamble are also pretty miffed at their inability to take down Colgate's Total. Crest Pro-Health is fraught with perceptual problems that limit consumer acceptance so they're back to square zero looking for a contender.
Google search "Cold-formula Crest" or "Crest with Zinc." You'll obtain zero results if you do an exact word match search with quotation marks around the terms. That means there are no such products in the market and a golden opportunity for the straight-forward problem-solvers at P&G to attack. Perceptual Monopolies.
You can't tell me people don't think differently about their toothbrush when they're sick with the flu. But P&G will all too quickly not do it thinking people will just get a new toothbrush. Boy, when you don't want to do something one excuse is just as good as another.