We saw the real delight of
pearly whites is how they make
you feel.
  • Challenge: How to make a small brand stand out in the sea of whitening products whose spending levels are tsunamic.
  • Strategy: Make an uncommonly low price very appealing to the common man and woman.
  • Big Idea: The only thing fancy about Plus White is how it makes you feel.
  • Result: Sales are so strong there is a halo effect on toothpaste sales.