Context
A multi-billion dollar line of comprehensive oral care products, lagging sales, un-clear brand architecture. The target customer is purpose driven and motivated to improve their health—likely an early adopter for tech they believe can have a positive impact on their health and productivity.

Problem
Crest Pro-Health had new products in the works, but needed a new product architecture to showcase the coming innovation and re-energize the category.

Solution
Create an architecture and strategy to give the brand the freedom to push into more innovative and ground-breaking oral health technology that could halo across the rest of the category. Identify a path forward that made space for a mark and product that would become as iconic as Nike or Gatorade.

Learnings
Correctly identifying and drawing upon brand values that resonate with shoppers is key to successful product innovation. Seeing and solving a shopper’s unmet need isn't enough. They have to alo perceive your brand as being able to do the job for them.

Results
Two Package Decoration patents were approved to protect the design from copy-cats; final product innovations became the model for subsequent innovations for sister brands.

Concept & Design, Landor Associates
for Proctor & Gamble