Tint, a new over-the-counter instant tooth whitener, wanted to build their brand as a personal care staple for the the young and the stylish.
Strategy— Most teeth whiteners talk about medical purity and professionalism, or ease of use. For this age group, we instead talked about Tint as the must-have fashion essential, as important as concealer or lip gloss.
Solution— Developed over 3 days, both test campaigns had to act as the basics of a forthcoming brand system. One, focused on pattern and personal expression expanded into a proposed activation around capturing smiles and styles across the UK. The second direction involved capturing moments of authentic "you had to be there" memories with friends.