Rosa Jin

Boo!

If that wasn’t scary enough, maybe the screams of these kids will get you into the Halloween spirit.

Earlier this month, Crest released an ad quite contrary to what one might expect from a toothpaste and dental health company. The cleverly designed campaign video provides a comedic take on Halloween, testing out kids’ reactions to receiving ‘healthy’ treats, in place of their candy corns, lollipops, and chocolate bars.

Their responses varied from forced politeness,as Adrianna tried to like the taste of an artichoke buttercup: “It’s kind of good, kind of bad,” but upon being directed to be honest, she came out with the truth, “It’s bad,” to full-on rioting (around the Crest representative’s knees, no less).

More than just a funny promotion though, this was a smart and strategic move by Crest  (P&G), a way of opposing and solving the problem posed by Halloween, the night epitomizing cavities and dental decay. By embracing one of the sugariest days of the year, because “Nothing is more horrifying than Halloween without candy,” the company encourages us to indulge in the treats we love, and make up for the havoc wreaked on our teeth and gums with Crest and Oral B products. A ‘convenient’ trade-off and a spot-on take on communicating value to consumers.