CREST & ORAL-B 3D WHITE by Landor New York for Crest

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CREST & ORAL-B 3D WHITE

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Industry Oral Hygiene
Media Design & Branding
Market United States
Agency Landor New York
Executive Creative Director Steve Mcgowan
Designer Mandy Birdwell, Evangeline Bauerle
Released February 2010

Credits & Description

Category: Toiletries & Pharmaceuticals
Advertiser: PROCTER & GAMBLE
Product/Service: TEETH WHITENING PRODUCTS
Agency: LANDOR ASSOCIATES
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: LANDOR ASSOCIATES, Cincinnati, USA
Client Director: Lori Gross (Landor Associates)
Senior Client Manager: Jodi Enia (Landor Associates)
Associate Design Director: Kindra Bolsinger (Landor Associates)
Designer: Evangeline Bauerle (Landor Associates)
Technical Designer: Kristen Burkhardt (Landor Associates)
Senior Technical Designer: Donna Briede (Landor Associates)
Graphics Technology Manager: Jon Kline (Landor Associates)
Executive Creative Director: Steve McGowan (Landor Associates)
Designer: Mandy Birdwell (Landor Associates)
Client Manager: Katie Cousino (Landor Associates)
Media placement: Crest 3D White Advanced Vivid Toothpaste - Food, Drug And Mass Retail Outlets - 1 March 2010
Media placement: Crest 3D White Vivid Toothpaste - Food, Drug And Mass Retail Outlets - 1 March 2010
Media placement: Crest 3D White Professional Effects Whitestrips - Food, Drug And Mass Retail Outlets - 1 March 2010
Media placement: Crest 3D White Advanced Vivid Whitestrips - Food, Drug And Mass Retail Outlets - 1 March 2010
Media placement: Crest 3D White Vivid Whitestrips - Food, Drug And Mass Retail Outlets - 1 March 2010
Media placement: Crest 3D Multi-Care Whitening Rinse - Food, Drug And Mass Retail Outlets - 1 March 2010
Media placement: Oral-B 3D White Vivd Toothbrush - Food, Drug And Mass Retail Outlets - 1 March 2010

Describe the challenges and key objectives
The challenge was to create an ownable visual identity system that truly connected Crest & Oral-B under one common sub-brand, while still creating a system that would enable the consumer to easily select and deselect the products that are right for her. We wanted to appeal to the beauty focused oral care consumer through irresistible design that communicated transformational whitening products.

Describe the brief from the client
The aim of the project was to create an appealing proposition across brands (Crest & Oral-B) as well as across forms (toothpaste, rinse, toothbrush, whitening strips) for the beauty focused oral care consumer that enables her to select the right products for her oral care needs. The objective was to be the first true collection of products from Crest & Oral-B designed to delight the beauty focused oral care consumer.

Describe how you arrived at the final design
The design for 3D White was inspired by the essence of bright, white light shining through crystals of a chandelier. The sophisticated feel of the chandelier’s prisms of light spoke to the premium impression of the products and to consumers end benefit: a beautiful, white smile.

Give some indication of how successful the outcome was in the market
The entire line of 3D White products are over-delivering in shipments for February and March. Whitestrips has experience it's largest sales ever. Advanced Vivid paste sales are up 30% with the new packaging.