Challenge: Emphasize the beauty benefit of the Plus White teeth-whitening kit, a departure from the current "fights stains" strategy.

Solution: During the input, the client mentioned that (1) this kit is the closest whitening system to what dentists use and (2) it is sold at a better price point than less complete, less effective systems.

Neither fact was used in previous marketing materials, but the account executive I partnered with on this project and I both immediately recognized that both should be part of the messaging.

For the main communication, I used the product name as a unique, ownable element of the beauty-based, benefit-driven headlines. I also used white space as part of the overall "white" messaging.

This "plus/addition/logo" idea is highly campaignable across all media—a real value-added contribution to a one-off FSI assignment.



Concept: Keith Gillespie
Copywriter: Keith Gillespie
Art Director: Keith Gillespie
Account Executive: Kris Cevasco
Agency: JonEvan Marketing Group