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Project Summary: Challenge: Use an FSI to (1) urge trial of Advance White toothpaste and (2) announce that new packaging would soon be on-shelf. Solution: Buried within the background details of the creative brief—not part of the client's requested key messaging—was the fact that over 70% of past trial participants preferred Advance White over their current brand. I developed this FSI to champion and showcase that fact, which is both a superiority claim and a convincing reason to try. I placed the "new look" announcement within the coupon because I wanted to (1) isolate the 70% claim in the main creative area, and (2) keep the new-look message on the part of the FSI that the shopper would cut out and bring into the store. This 70% claim that I independently unearthed and gave prominence to became part of all related messaging for months afterward. Concept: Keith Gillespie Copywriter: Keith Gillespie Art Director: Keith Gillespie Agency: Ferrara & Company

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