CREST WHITESTRIPS FOR MEN

Whitening products have traditionally been seen as a “beauty” product—hence made for women. Naturally, missing out on 50% of the population was a problem Crest Whitestrips wanted to remedy.

Fueled by research that showed 70+% of women rate healthy teeth and a nice smile as the single most important feature a man can have (yes, even outranking clothes, hair, and height), we created a Whitestrips campaign geared towards men that not only normalized the act of teeth whitening, but positioned it as something that would make them more attractive to the opposite sex.