The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

August 7, 2013 | 2 min read

Blanx White Shock has released its first TV campaign dramatising the products unique selling point, ‘the more you smile, the whiter your teeth get’.

Created by Driven, creative director Kyna Griffiths explained: “What makes Blanx White Shock so unique and effective is its patented ingredient, Actilux, which reacts to light to whiten the teeth. The creative tension and humour in the ad comes from people smiling in situations that would usually illicit a negative response. The viewer knows that the smile actually serves to whiten their teeth.”

Manufactured in Italy, the use of an Italian voiceover aims to create a sense of the brands Italian style and flair, helping to position the brand in such a way to appeal to the young, fashion conscious market.

Driven senior account manager, Martin Preston, added: “The rational product benefit is brought to life in an interesting way that will resonate with a young and fashion conscious audience who want results. We were able to give a sense of the integrity and efficacy of the product without dwelling too much on ‘the science bit’ which often prevails in the oral care category.”

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