Never Underestimate Nature Or Natural Products
Tom’s of Maine created a new, natural whitening toothpaste that actually works. But that’s kind of the problem. People assume that natural personal care products can’t get the job done as effectively as those with chemicals. So while a natural whitener like Tom’s might seem too unbelievable to be true, nature is full of unbelievable surprises ready to show you otherwise. Don’t believe us? We’ll show you.
RESULTS:
The campaign was a huge success for the brand. It tested beyond the marks and went from becoming a Whitening toothpaste campaign to the new Tom’s of Maine brand platform for all products. Beyond press coverage and campaign effectiveness, the biggest compliment of all was one comment from the head of Colgate-Palmolive’s head of US marketing that ‘this campaign sets the bar for all other Colgate brand campaigns” cool cool cool… no pressure.
Pink Lake :30
Salmon :15
The Incredibleness Of Nature Meets The Awesomeness Of Tom’s
We created Never Underestimate Nature as Tom’s product campaign for a new whitening toothpaste, however it became so much more. At the core of our campaign was two TVC & OLV ads that paired nature’s amazing wonders with the power of Tom’s toothpaste with smart, subtle humor.
By comparing the natural effectiveness of our products to the natural incredibleness of nature itself, we created a whole new platform for the brand featuring naturally bubblegum pink lakes, salmon that swim upstream and the northern lights. We found incredible natural phenomena and used it to demonstrate why you should believe in the effectiveness of our natural products.
Naturally Eye Catching Social
As we extended the campaign to social media, we tapped into the sorts of content that make people jealous of the great outdoors.
For our product focused paid ads that launched the product, we used nature to reveal it. Combining beautiful natural settings with our packaging to hint at the benefits of natural whitening.
Epic Nature Inside The Tube
And to further draw attention, we created impossible to ignore social videos that used incredible transitions, cutting from toothpaste to jaw-dropping natural landscapes that speak to the power of natural whitening.
OOH & POSTERS
And like any good 360 campaign, we wrapped it up with a variety of posters for OOH and social. Each capturing the beauty of nature and bringing it to life with a little bit of Tom’s playfulness.
