Launching during Rio Olympics of 2016, our back-to-school messaging was not only surprising but timely. Not to mention, we made a toothpaste ad without ever showing any teeth. Even AdAge was impressed with that.
Our creative actually inspired and launched "The Crest Healthier Smiles Project" -- a nationwide education program about the importance of a good oral care routine for kids and regular visits with dental professionals. We teamed up with Feeding America to donate hundreds of thousands of tubes of toothpaste to those who need it most, and embarked on an education program through a strategic alliance with the National PTA, to reach parents and educators through meetings and school activities around the country.