Inspiring Innovative Oral Care Experiences

Client PROCTER & GAMBLE

Project DESIRED BRAND EXPERIENCE

Crest 3D White 2011 Collection 0 2 e1631911848411 1536x1010 1

OVERVIEW

Lextant laid the foundation for P&G to launch Crest 3D White—a $1 billion business.

IMPACT

“Lextant defined and understood the characteristics that were needed to bring the desired consumer experience to life. They partnered in a unique and collaborative process that will inspire every aspect of our oral care business for the next 10 to 20 years.”

LINDA ODIOSO PRINCIPAL SCIENTIST, P&G

01 THE CHALLENGE

In the competitive oral care industry, Crest needed to understand consumers’ ideal oral care experiences and preferences in order to deliver new products and solutions to meet consumer needs.

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02 THE RESPONSE

Lextant was instrumental in identifying new global market segments to expand Crest’s brand presence. Insights were translated into specific benefits and features that would appeal to each of the different consumer segments. These insights were specific and actionable enough to be immediately integrated into the Crest Oral Care brand development process.

03 THE RESult

The work inspired the development of Crest’s three mega-properties: Pro-Health, Complete, and 3D White, which was the largest selling US toothpaste in 2017

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