Melissa Bonazzi Avery.

Welcome to the Toothpaste Wars.

It was a daily knock down drag out. Everything we did was compared against "What is Crest doing?" They were the giant and we were the little guy. Getting a real idea through was no easy feat--it was a very reactionary piece of business. But it taught me a lot about the tough competitive landscape and how to wage war against the big guys. And win. 

Your Smile is Part of Your Style.

Optic White was going head to head against strips. Crest had a huge budget. We had a dinky one. I started with the idea 'Make your smile your best accessory'. It was an eye catching spot that moved the needle but it wasn't enough.  In the end we convinced the client in order to get noticed we needed to go bigger and bolder. (See next idea.)

The Hottest Thing in Whitening Is Red.

We needed a big activation idea that could make a splash and stand out against Crest White Strips, still with a fraction of the budget.  Building on the idea of your smile being part of your fashion statement, we also branded ourselves as the red toothpaste. We needed to be unmistakably Colgate.  To separate ourselves from all that Crest blue at shelf. Along with TV, Print, In-Store and PR we made a full digital push, including banners, rich media and video content.