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Challenge
Procter & Gamble
Crest Extra White Plus Scope Outlast
“Challenge” was developed in an effort to overcome consumer believability issues regarding Crest’s latest product launch, Crest Extra White Plus Scope Outlast. The Brand needed to convince consumers that the product could freshen breath 5X longer than ordinary toothpastes.
“Challenge” takes a testimonial approach, showcasing the products superiority via a toothpaste challenge between a charming and relatable married couple.