INSPIRATION: We were asked to position Crest’s new teeth whitening innovation as a crave-worthy beauty product, following the codes of beauty.
BRIEF: Launch Crest Whitening Emulsions, a first-of-its-kind teeth whitener. A new form, a new experience and results like you’ve never seen.
IDEA: You’ve never seen teeth whitening like this.
The How-To-Use videos show the ease and efficacy of each product variation.
Crest Whitening Emulsions
On-The-Go
Crest Whitening Emulsions
with Applicator
Crest Whitening Emulsions
with LED Light
Print ads helped announce the new form.
Beauty creators and influencers like @alatorreee showed how the product fit in their daily routine.
@bretmanrock used it to get ready for a Zoom date.
@oliaculpo and @patrickstarr whitened their teeth while doing their makeup.
Social videos amplified ratings and reviews and reinforced the routine.
I worked with R&D to write the copy on the product packaging.
Our goal was to simplify the science, bring in beauty language and deliver on superiority.
For the big launch, we did a big-time takeover of Times Square.
Since this is an on-the-go product, we shared an idea for an airport takeover with a Whitening On The Fly vending machine and ad buys in the country’s busiest airports.
