Crest gets it right!
Toothpaste flavor is all personal preference, but Crest clearly put some research into "toothpaste user interface", and did an amazingly good job with the design of their flip top.
We've been using Colgate Total Plus Whitening Tartar Control toothpaste for years, but recently got a trial pack of 3 of Crest's new "Whitening Expressions" flavors in the mail. We really liked the Extreme Herbal Mint; enough so that I think we're going to switch toothpastes. (The marketing worked!)
The flip top on the Colgate tube was always a double-edged sword; yes, you get the convenience of a flip top, but a bit of toothpaste always seemed to somehow get outside the flip top and onto my fingers.
Crest's new tube, on the other hand, has a large cap that's really easy to flip up, and completely encloses the tube opening. It seems to have been designed so that it tends to keep its shape, causing the toothpaste to suck back into the tube a bit after you squeeze. These two things make it almost impossible for toothpaste to unintentionally get out, so no more mess!
I know that this isn't a big deal in the grand scheme of things, but I was always annoyed by Colgate's flip top; I loved the idea, but Crest got the implementation right. (Not to mention a very good flavor & texture with the Extreme Herbal Mint!)