The Trident White Campaign Uses Coffee Sleeves as Masks
Meghan Young — May 15, 2012 — Marketing
References: jwt & ibelieveinadv
The Trident White campaign is a fun depiction of how people might feel compelled to hide their stained teeth from the public. It does so by way of basic illustrations on coffee cups that have a strategically placed sleeve wrapping around where the mouth would be. Since coffee is one common way that teeth are stained, it is appropriate that this medium was used as a canvas.
Paired with the tag line “Don’t coffee-block your smile," the Trident White campaign promotes a way to avoid these awkward situations.
Conceived and executed by JWT, an ad agency based in New York, United States, the Trident White campaign is creative and clever. The fun illustrations were done by Josh Harvey and Anna Gomez under the art direction of John Cox and creative direction of Matt McKay. The overall prints were photographed by Thomas Mangold.
Paired with the tag line “Don’t coffee-block your smile," the Trident White campaign promotes a way to avoid these awkward situations.
Conceived and executed by JWT, an ad agency based in New York, United States, the Trident White campaign is creative and clever. The fun illustrations were done by Josh Harvey and Anna Gomez under the art direction of John Cox and creative direction of Matt McKay. The overall prints were photographed by Thomas Mangold.
Trend Themes
1. Illustration-based Advertising - Using basic illustrations on various mediums to attract and engage customers in a creative and clever way.
2. Stain-prevention Products - Developing products that prevent common methods of teeth staining, such as coffee and tea.
3. Branded Promotional Products - Using everyday items such as coffee sleeves as a canvas for brand promotions and advertising.
Industry Implications
1. Advertising - Opportunities for advertisers to engage customers through creative and playful mediums beyond traditional marketing channels.
2. Oral Care - Opportunities for oral care companies to develop and market new products that prevent common methods of teeth staining.
3. Promotional Products - Opportunities for businesses to use creative and unique promotional products to promote their brand and engage customers.
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