Cannes Lions

CREST 3D WHITE STRIPS

PUBLICIS NEW YORK, New York / PROCTER & GAMBLE / 2012

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Overview

Entries

Credits

Overview

Description

Showcase the superior tooth-whitening effects of Crest 3D White products in a breakthrough way.

Outcome

In the year this campaign ran, 3D White whitestrips dollar and volume share has continued to grow (101 IYA dollar share, 103 IYA volume share for FYTD as of April 14, 2012), and an increased focus on design and aesthetics has helped bring this premium Brand to life. The White on White campaign was received as a beautifully premium execution that tastefully shows off the beauty of white.

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