Product Launch Campaign
Category-Defining Launch Makes Crest #1 in Gum Health
Crest’s Gum Detoxify launch drove explosive growth in the gum health category, with initial sales exceeding projections and earning the title of #1 gum toothpaste brand in America.
Overview
I served as a strategic lead and primary point of contact for the Gum Detoxify product launch, establishing Crest as a pioneer in the new gum health category and laying the foundation for an expanded product portfolio in the space.
The Challenge
Turn complex gum health benefits into messaging consumers can quickly grasp and remember.
Key Contributions
Strategic Leadership
Client Relations
Cross-Functional & Partner Coordination
Consumer Reasearch
Project Management
Budget Management
Creative & Production Process Stewardship
Approach
Visual Metaphor: In a category driven by quick purchase decisions, an iceberg-inspired key visual disrupted category conventions, capturing attention while making a hidden oral health problem instantly understandable.
Cross-Functional Alignment: I collaborated with clients, internal creatives, and P&G’s R&D team to ensure the product’s scientific benefits were accurately and powerfully conveyed.
Omni-Channel Amplification: I oversaw execution across TV, digital, social media, and in-store displays, using the key visual and core product message as unifying elements across channels.
Product Roadmapping: I continued to support innovation within the Gum Health category by shaping the long-term roadmap and leading campaigns for subsequent product launches, ensuring strategic alignment and sustained growth.
Results
Top Sales Performance: Initial sales of Gum Detoxify exceeded projections and outperformed previous product launches, making it one of the strongest launches in Crest’s history. This success helped position Crest as the #1 Gum Toothpaste Brand in America based on U.S. reported sales.
Industry Recognition: Gum Detoxify was awarded “Product of the Year” in 2019 by Kantar, a global leader in consumer research, a testament to its innovative approach and market impact.
Sustained Growth: The Gum Health product line continues to drive significant revenue growth and has become a key sales driver within the U.S. Oral Health market.