The Ask
Help Crest stand out on store shelves
THE SITUATION
When it comes to oral care, there are a TON of options, all serving a specific purpose. It can be hard as a consumer to make a decision when all the options seem right. But, that’s not the consumer’s fault. Not only are there too many options, but the packaging itself OVER informs.
THE OUTCOME
Modifications to Crest's toothpaste packaging that makes the journey to purchase easier for consumers.
KEY FINDINGS
From Crest’s social media, they heavily target Millennials with families.
HOW ABOUT THOSE MILLENNIALS
When it comes to their oral health:
​They may avoid situations that will make them feel left behind or incompetent.
96% of Millennial parents say oral health is important for them and their families, but many lack knowledge about their insurance plan and what is covered.
If you take the fact that millennials don’t like to feel incompetent and pair that with them not really knowing much about their oral health, it creates a potentially disastrous time in the store aisle
CONSUMER TRUTH
Millennial consumers need to feel secure in their shopping decisions.
Crest has the OPPORTUNITY to
Include more features to their packaging that help consumers easily pick the right toothpaste for them.
THE RE-DESIGN
Features a packaging design that includes a defined color and number system for easy differentiation of Crest’s toothpaste products.
The design is featured on the Crest Pro-Health Advanced line.
There are 3 main goals
of this re-design
1. A fresh, up-to-date perspective
With a few color changes, Crest can have a more modern and sleek design.
2. A clear & informative design
We reduced the amount of text on the boxes, which allows consumers to easily see what each toothpaste type can do for them.
3. Easy differentiation of products
Boxes have a number and color system that allows for easy differentiation of Crest products. There is also a QR code on the box that leads consumers to an app that helps them find the right toothpaste for them.
Find Your Crest:
From the QR code on Crest boxes, consumers can use the Find Your Crest app that will ask a variety of questions about their dental care before providing the right Crest product tailored to their needs.
A SIMPLIFIED SHOPPING EXPERIENCE FOR CONSUMERS
A BRIGHTER FUTURE FOR CREST
PROJECT TYPE
Team Project
THE TEAM
MY ROLE
Secondary Research
Strategy development
Concepting