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Crest Total Brand

POSM collateral for Crest Total Brand upgrade

POSM Collateral

Art Direction

Client   / 

Procter & Gamble

The goal is to upgrade the Crest Total brand shelf by positioning it as the #1 choice for enhanced whitening in consumers' daily beauty routine. The strategy includes dialling up the premiumness and enhancing the whitening equity attribute for consumers. The objective is to attract new users and trade up current users by building a superior whitening image and providing a delightful shopping experience.

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