Cannes Lions

CREST WHITESTRIPS

LEO BURNETT FRANKFURT, Frankfurt / PROCTER & GAMBLE / 2013

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Overview

Entries

Credits

Overview

Description

To strengthen its trading partnerships and establish a long-term connection with customers in the pre-Christmas season, Procter & Gamble introduced a special giveaway at selected stores and pharmacies: an advent calendar, which is sure to make it a white Christmas.

Execution

People were able to admire the result directly on Christmas Day, because behind the 24th door panel there was a little mirror.

Thanks to this 24-day dental treatment with Crest Whitestrips, customers were not only reminded of their trusted pharmacy or drugstore each day, but could also gleam on Christmas Eve with a snow-white smile.

Outcome

No wonder that this Advent calendar, with a print run of approx. 300, was out of stock in an instant: it simply left everyone beaming with joy. Pharmacy owners were delighted because the demand for the product increased significantly after Christmas, as well as all users because it guaranteed that they could celebrate a truly 'snow-white' Christmas.

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