In building awareness of Aquafresh as a whitening brand, the problem was all our competitors make same claim – whitening. Our biggest challenge was how to stand out in this competitive situation with a limited budget.

Our idea could powerfully demonstrate the “whitening efficacy” by using a demonstration of contradiction in a relevant way.

We partnered with Naoto Kishimoto, an owner/chef of Michelin-stared restaurant “L’emberier”, to create a temporary restaurant in Tokyo, where food is taken very seriously. We designed not only the restaurant interiors but also the French full course menu with Naoto, and launched BLACK RESTAURANT where everything from entrée to desert is black (including water!). The only white is customer’s teeth after they experience Aquafresh whitening at the end of the course.

-Black restaurant led to coverage in 44 media outlets across TV, print and digital, with 136 article exposures. Total media exposure value of$2.0 million.

-Core area value sales increased by 108% after the Black restaurant launch.

-94% of participants felt the product efficacy.