Getting kids to brush their teeth is a daily battle, with 70% brushing for less than two minutes. Parents often settle for basic toothpaste just to get it done.
Crest needed to disrupt the kids' toothpaste market by making brushing fun and driving trade-up to a premium option.
02 — Action
Launched Crest Color Changing Toothpaste, the only toothpaste that changes color while brushing to get kids to brush 2X longer.
Led the cross-functional team through supply challenges, secured distribution at 95% of retail shelves, and drove awareness with a high-impact influencer and social media campaign.
03 — Results
Crest Color Changing Toothpaste became the #2 toothpaste in the market within the first quarter, exceeded all launch metrics, and sparked growth from -1 to +27%, making Kids the fastest-growing Crest sub-brand.
