Agency launches ‘Better Protection with Crest, Better Smiles’ brand platform
Often, we only take action when something goes wrong first, especially in dental care. When our gums are swollen, we brush our teeth with more care. If our gums bleed after eating, we try to avoid hard foods. When a problem arises, we regret not taking better care of our teeth.
Crest has kicked-off a new weeklong campaign film in line with ‘920 ‘national dental-care day’ under the brand platform ‘Better Protection with Crest, Better Smiles’. The film advocates the belief that daily dental protection is the key to healthier teeth.
The film strategically depicts three families of different backgrounds and ages to show how Crest is the enabler of their healthy yet ordinary day-to-day lives. It features a young family of three, a couple, and a family of three generations, each bringing to life the belief that we are all born with beautiful smiles, but the confidence to smile needs to be encouraged. Just like taking care of your teeth, the film focuses on the smaller and sensitive details such as your partner helping to squeeze toothpaste for you, and a little girl trying to brush her teeth like her father even though she’s too short for the sink. The film speaks to the sentiment and moments of caring for one another just as Crest cares for your teeth 365 days a year, protecting and safeguarding your beautiful smile.
Through a series of activations, the brand partnered with Local Chinese channel CCTV and hosted an open class on public awareness of oral health. The film was also distributed on digital platforms such as Weibo and TikTok. As a result, the campaign transformed the public’s attitude towards dental care to prevention rather than solution, whilst also reshaping Crest’s brand image to “all-around oral protection”.
Joe Yue, creative partner, GREY Hong Kong: “I love Crest’s new brand proposition. The brand draws insights from real-life matters and illustrates the relationship between being born with smiles and being encouraged to smile. Crest also provides the right emotional value for its target consumer group. Because of better dental protection, we can have the confidence to smile, breaking through traditional barriers through strong brand empathy.”
Shannon Li, vice president of Oral Health, Greater China, P&G China: “Consumers’ oral health awareness and practices are improving. This year, Crest is furthering this movement by introducing a new line of products for dental care with the aim of bringing more protection and more smiles.”