The Crest 3D White Whitestrips Campaign Shows What Nature Intended
Meghan Young — November 21, 2013 — Marketing
References: kaplanthaler & ibelieveinadv
Many commercials advertising the benefits of teeth whiteners often focus on the culprits (wine, coffee and more) and how one's signifiant other suffers because of it; yet the Crest 3D White Whitestrips ad campaign takes a different path. Instead, it focuses on more of a highbrow concept that revolves around the tag line, "As nature intended."
Conceived and executed by Publicis Kaplan Thaler, an ad agency based in New York, New York, the Crest 3D White Whitestrips ad campaign shows polluted scenes such as smoggy skies, oiled filled waters and, on a more figurative level, a tattooed body and shows how when peeled back, the whitening strip reveals something refreshing beneath. People will immediately make the connection with their own teeth.
Conceived and executed by Publicis Kaplan Thaler, an ad agency based in New York, New York, the Crest 3D White Whitestrips ad campaign shows polluted scenes such as smoggy skies, oiled filled waters and, on a more figurative level, a tattooed body and shows how when peeled back, the whitening strip reveals something refreshing beneath. People will immediately make the connection with their own teeth.
Trend Themes
1. Nature-focused Advertising - Creating ad campaigns that revolve around nature and the environment.
2. Figurative Messaging - Using figurative visuals to reinforce a brand's messaging.
3. Conscious Consumerism - Appealing to consumers who value eco-friendliness and natural ingredients.
Industry Implications
1. Personal Care - Creating marketing campaigns in the beauty industry that offer eco-friendly products and promote natural beauty.
2. Fashion - Using figurative messaging in fashion advertising to promote sustainability and eco-friendliness.
3. Food and Beverage - Developing conscious consumerism marketing campaigns for organic and natural products that are environmentally friendly.
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