Crest Pro-Health
THE CHALLENGE: Broaden the "Pro-Health" brand appeal beyond oral care enthusiasts. THE CAMPAIGN: Inspired by the authenticity of Youtube reviews, we document real people and their personal stories of oral health transformation. About a dozen spots were in rotation in the US and subsequently launched globally. BUSINESS RESULTS: The success of this campaign spurred exponential growth for Pro-Health and the entire Crest portfolio. It became the global gold-standard and "template" for all future initiatives under the Crest and Oral-B umbrella, both here and abroad.
