Truth:

Oral Care (toothpaste) has thousands of products and a constant influx of flavors and sizes.

 

Spectacle:

Crest was launching a naturally flavored toothpaste called Nature's Expression in a highly clinical aisle. So we put ambassadors next to bushel baskets wearing a sun hat and carrying a Johnny Appleseed bag handing out samples wrapped in parchment and twine. Plus we did on-line sampling, geo-located outdoor, USA Today full page ads and pop up direct mail.