Crest advocates importance of daily dental protection with Grey HK

Crest China has launched a new week-long campaign film in line with 920 "national dental-care day" under the brand platform “Great Crest protection, Greater Smiles”, done in collaboration with creative agency Grey Hong Kong.

The video ad strategically depicts three families of different backgrounds and ages to show how Crest is the enabler of their healthy yet ordinary day-to-day lives. It features a young family of three, a couple, and a family of three generations, each bringing to life the belief that everyone is born with beautiful smiles, but the confidence to smile needs to be encouraged. The video focuses on the smaller and sensitive details such as couples helping to squeeze toothpaste for each other, and a little girl trying to brush her teeth like her father even though she’s too short for the sink. The film speaks to the sentiment and moments of caring for one another just as Crest cares for consumers’ teeth 365 days a year.

Through a series of activations, the brand has partnered with local Chinese channel CCTV and hosted an open class on public awareness of oral health. The film is also distributed on digital platforms such as Weibo and TikTok. As a result, the campaign transformed the public’s attitude towards dental care to "prevention rather than solution", whilst also reshaping Crest’s brand image to “all-around oral protection”.

Joe Yue, creative partner of GREY Hong Kong said: “I love Crest’s new brand proposition. The brand draws insights from real-life matters and illustrates the relationship between being born with smiles and being encouraged to smile. Crest also provides the right emotional value for its target consumer group. Because of better dental protection, we can have the confidence to smile, breaking through traditional barriers through strong brand empathy.”

Shannon Li, vice president of oral health of Greater China of P&G China, said: “Consumers' oral health awareness and practices are improving. This year, Crest is furthering this movement by introducing a new line of products for dental care with the aim of bringing more protection and more smiles.”

MARKETING-INTERACTIVE has reached out for additional information about the campaign.

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