UNTIL NOW

Introducing Crest Whitening Emulsions

CHALLENGE Introduce the biggest innovation in whitening ever and educate on how-to use the new form of Crest Whitening Emulsions to the world as a BEST IN BEAUTY new product.

SOLUTION You've Never Seen Teeth Whitening Like This... UNTIL NOW. To launch Crest Whitening Emulsions, we broke away from what’s expected and created a campaign that positions the new innovation as a beauty product. Fun and crave-worthy. We cast a diverse group of smiles and elevated the look-tone-feel of Crest product imagery to hero this stellar product and highlight the product texture.

RESULT The biggest innovation in whitening became the biggest product launch for Crest since Whitestrips.

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CREDITS CD: Tony Gomes; Copywriter: Katie Redmond; Producer: Liz Sloane; Beauty Director: LACEY; Product Photographer: Travis Rathbone; VFX: The Marmalade