A Case Study in
Breaking Through

The Challenge

Our client had a new toothpaste technology that was the biggest breakthrough in cavity prevention since fluoride – but the technology story was complex and hard to explain to the consumer.

The Unlock

Instead of just describing how the product worked, we crafted different stories based on how the technology directly addressed 8 long-standing consumer beliefs about toothpaste. Using a wide range of symbols, objects, abstract photos and analogies, we expressed these stories in simple, striking ways – ways the consumer could clearly see and imagine.

The Unlock

Instead of just describing how the product worked, we crafted different stories based on how the technology directly addressed 8 long-standing consumer beliefs about toothpaste. Using a wide range of symbols, objects, abstract photos and analogies, we expressed these stories in simple, striking ways – ways the consumer could clearly see and imagine.

The Result

We created a positioning with radically new category benefits and language that was as exciting and breakthrough as the technology itself – and simple enough to communicate in a single visual online, in print and at shelf.