CREST 3D WHITE: IF YOU'RE NOT WHITENING, YOU'RE YELLOWING

Guess what? As you're sitting here reading this sentence, your teeth are yellowing. Because if you're not whitening, you're yellowing.

Scary thought. But it's true (I know because I wrote it). And it helped Crest 3D White reframe the entire way people think about whitening their teeth, transforming it from a nicety to a necessity. 

We got that truth out there with TV spots, micro-targeted messaging to Brides and Coffee Drinkers online, in print and at their local coffee shop, on Facebook, with our "Friends Don't Let Friends Yellow" pledge initiative and boosted posts, plus Interruptive Cinema pieces that played in a pod while people were watching pre-movie trailers and commercials…and more.

LAUNCH TV SPOTS & BEYOND

We produced Launch & Holiday spots for Crest Whitestrips, as well as a toothpaste spot that leveraged the “If You’re Not Whitening, You’re Yellowing” messaging.

COFFEE DRINKER MICROTARGET—MOBILE, DIGITAL, PRINT, UNIQUE OOH

There is no single demographic on earth who desperately needs Whitestrips more than coffee drinkers.

So we hit them with targeted yellowing messaging on prime mobile and online sites during prime coffee-drinking times and places, i.e. while reading the news or checking the weather in the morning or flipping through a magazine on their daily commute.

We even created coffee cups with heat-sensitive ink to have our message appear and disappear depending on how much coffee you have in your cup.  

BRIDES MICROTARGET—DIGITAL, SOCIAL & PRINT

There is no single demographic on earth more conscious of their appearance than a bride-to-be. 

So we wanted to help them out by gently reminding them that while they were busy practicing the chicken dance, their teeth were yellowing. But not to fear! We have the solution—Whitestrips.

Targeted online media placement involved Brides.com, Facebook and in print, bridal magazines.

FACEBOOK—FRIENDS DON’T LET FRIENDS YELLOW
 

When it came to the social space, it wasn’t easy to turn a negative statement like, “Hey, ugly, you’re yellowing,” into something social and shareable. So we tapped into one basic human truth—friends look out for each other. And most of the time, they’re the only ones who will tell it to you straight, because they care about you. Hence, “Friends Don’t Let Friends Yellow” was born. Humorous, topical pledges that people could post to each others’ walls that all end with the same promise: never to let your smile yellow.

INTERRUPTIVE CINEMA

The same way yellowing interrupts your every day life, we wanted to create content that interrupted people's experience at the movies.

So, around the holidays, when people flock to the movies in droves, we created :05 interruptive spots to play between the commercials that precede the movie, followed by our holiday-themed spot.

NOT EVEN THE MOST FAMOUS YELLOW ICON OF ALL WAS SAFE FROM OUR MESSAGING