CASE STUDY · PRODUCT LAUNCH · CREST (P&G)
Gum Detoxify
a new product line
Creating an entirely new oral care category, where Crest would be the name people trust for gum health.
COMPANY
Crest (P&G)
YEAR
2018
ROLE
Account Supervisor, Saatchi & Saatchi
DELIVERABLES
Key visual, video, static assets, product renders
The brief
Even people who brush well can miss bacteria hiding below the gum line.
To stand out in a crowded toothpaste aisle, Crest’s new gum health toothpaste had to make an unseen problem and its solution instantly clear.
01 · Partner
Worked with P&G clients and creative teams on go-to-market strategy and execution.
02 · Key visual
Oversaw development of a striking visual metaphor to convey deep cleaning power.
03 · Roll out
Carried it through TV, social, radio, ecomm, retail, and OOH across the US and Canada.
SUBSEQUENT LAUNCHES
From one launch to a category
Gum Detoxify paved the way for Crest to build a full gum health product line and claim the category as its own.
Results
2.6x
sales projections
#1
gum toothpaste brand in America (based on reported sales)
2019
Kantar Product of the Year