Product Launch

We set out to create an entirely new category, one where Crest would be the name people trust for gum health. I partnered with P&G clients and creative teams to launch Crest Gum Detoxify, featuring an unconventional key visual across channels that conveyed the product's deep cleaning power. The launch surpassed sales projections by 2.6x, helping make Crest the #1 gum toothpaste brand in America. The product went on to win Kantar's 2019 Product of the Year award.