Every four years, soccer brings us closer than anything else. And when it comes to being close a fresh breath is key. Crest wanted soccer fans to experience being close for a longer time, to make them realize they need a toothpaste that gives them the confidence to be close. We created: “The Velcro Jerseys.” These are Soccer jerseys with lots of Velcro all around, so when your team scores a goal and you hug people, the hug will be inseparable. During a friendly match between USA and Mexico we gave fans Crest plus Scope toothpaste and the jerseys.

This was a small-scale activation prior to the World Cup. The Velcro jerseys worked the way Crest wanted it. Fans got stocked with each other, exposing the importance of fresh breath. The brand is looking forward to implement the idea during the World Cup games.