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. This launch paved the way for future products in this space and positioned Crest as a leader in a vital yet often overlooked area of oral care.
The Challenge
This launch represented a significant shift for Crest and P&G, as previous campaigns had focused primarily on lifestyle benefits and broad oral care. With Gum Detoxify, we needed to communicate the product’s health-focused benefits in a way that was memorable, easy to understand, and resonant with consumers who might not be aware of the importance of gum health.
Key Contributions
Strategic Leadership
Client Relations
Cross-Functional & Partner Coordination
Consumer Reasearch
Project Management
Budget Management
Creative & Production Process Stewardship
Approach
Attention-Grabbing Visual Metaphor: In a category driven by quick purchases and convenience, we needed to convey the complex health benefits of Gum Detoxify in a quick and easy to understand way. The key visual, a tooth-shaped iceberg, captured attention while illustrating how the product targets bacteria hidden below the gum line.
Cross-Functional Alignment: I orchestrated collaboration across clients, internal creatives, and P&G’s R&D team to ensure the product’s scientific benefits were accurately and powerfully conveyed. This collaboration was essential for aligning scientific research with marketing objectives and delivering a cohesive message.
Omni-Channel Amplification: I oversaw the campaign’s execution across multiple channels, including TV, digital, social media, and in-store displays. The iceberg visual and “detoxify below the gum line” copy served as the unifying theme across all campaign touchpoints to ensure a consistent and memorable brand message.
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.