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Focus: thematic advertising selections › Selection of creative tear-off ads — Crest Toothpaste: STRONG SMILES

Selection of creative tear-off ads

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Released: February 2008
Advertiser: Procter & Gamble Co.
Brand name: Crest
Product: Crest Toothpaste
Agency: Saatchi & Saatchi Dubai UAE
Country: United Arab Emirates
Category: Oral Hygiene

Credits & Description:

STRONG SMILES
PROCTER & GAMBLE
CREST
Advertising Agency: SAATCHI & SAATCHI, Dubai, UNITED ARAB EMIRATES
Advertising Agency: SAATCHI & SAATCHI, Dubai, UNITED ARAB EMIRATES
Name Company Position
Hussain Moloobhoy Saatchi & Saatchi Art Director
Avinash Sampath Saatchi & Saatchi Copywriter
Jihad Hamza Saatchi & Saatchi Production Manager
Sanjay Kamble Sanjay Kamble Illustrator
Type of Media Date of 1st Implementation Media Placement
Direct Mail 12-02 Febuary 2008 Supermarkets, pharmacies
Outcome
The poster was displayed in Crest retail outlets and pharmacies across Dubai. The result was customers with
sore fingers, smiles when they realised the gag and an overall improvement in Crest sales.
Entry Description
To create brand awareness and bring to life Crest's core message: 'Healthy smiles for life', in the shopper
environment.
Entry Speciality
Paper that is impossible to tear is the heart of this entry.
An interactive poster - a classic, tear-a-coupon-from-below-poster.
The teeth of the caricature were the coupons and people were encouraged to tear-off a coupon for a free
dental test.
The twist - the poster was printed on rip-proof paper. Yes, such a thing does exist - it's called 175gsm
synthetic paper. This clearly suggested that a Crest user had strong teeth and that was a great reason to
choose Crest.



The Outdoor Advert titled STRONG SMILES was done by Saatchi & Saatchi Dubai UAE advertising agency for product: Crest Toothpaste (brand: Crest) in United Arab Emirates. It was released in the Feb 2008.

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Selection of creative tear-off ads
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