If You’re Not Whitening, You’re Yellowing.
With the daunting challenge of growing the Whitestrips category and doubling household penetration, we had to reframe the entire way people think about whitening their teeth, making it more a matter of upkeep and necessity than part of a beauty regimen.
The solution? A 360 campaign built around the line:
"If You're Not Whitening, You're Yellowing."
Client: Crest 3D White
Agency: Publicis New York
Copywriter: Denise Reynolds
Directors: Simon Cracknell and Ben Quinn
Role: VP Creative Art Director
After successfully relaunching Crest Whitestrips with "If you're not whitening, you're yellowing." campaign, the brand decided to not only continue the campaign for another year but also challenged us to create a sub-campaign for Crest Glamorous White Paste.
The same way yellowing interrupts your every day life, we wanted to create content that interrupted people's experience at the movies.
So, around the holidays, when people flock to the movies in droves, we created :05 interruptive spots to play between the commercials that precede the movie, followed by our holiday themed spot.
In addition to talking to the General Market, we made targeted efforts to reach small groups of people who are really in the market for a white smile (brides and LGBTQA+) as well as people who habitually stain their teeth (coffee drinkers).
When it came to the social space, it wasn’t easy to turn a negative statement like, “Hey, ugly, you’re yellowing,” into something social and shareable. So we tapped into one basic human truth—friends look out for each other. And most of the time, they’re the only ones who will tell it to you straight, because they care about you. Hence, “Friends Don’t Let Friends Yellow” was born. Humorous, topical pledges that people could post to each others’ walls that all end with the same promise: never to let your smile yellow.
