Challenge: Subcontracted to us by another agency, the task was to 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.

We developed this FSI to champion and showcase that fact, which is both a superiority claim and a convincing reason to try.

We placed the “new look” announcement within the coupon because we 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 we independently unearthed and gave prominence to became part of all related messaging for months afterward.

Services Provided:

• Concepting
• Design
• Copywriting