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Effective Marketing Slogans
By: Cindy Wendland
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Tooth-whitening products are a large market segment valued around $3 billion. P&G controls a large portion of this segment with their Crest 3D whitening products. Their latest slogan is an effort to teach people that “if you’re not whitening, you’re yellowing.”

First impressions being first, the ad seems effective. It elevates tooth whitening to a necessity if you want nice-looking teeth rather than a luxury for people who can afford extra treatments. This is a significant shift in consumer behavior. Researching the category turned in some negative feedback that it was a dumbed-down ad and there is a third option — maintaining. 

Interestingly, some of the yellowest teeth we see are in teenagers, probably due to excessive soda drinking and snack foods. Maintaining is not the case in this age group. Today’s lifestyle choices may make the ads relevant. Comparing teeth whitening to exercise, exercise becomes less effective if you continue doing the same routine time and again. The body adjusts and compensates and to stay in really good shape, the exercise routine needs to change. With teeth color, the same habits over a period of time will cause the teeth to yellow, so a change in oral hygiene needs to occur.

Coffee drinkers and smokers use products that discolor teeth, so if they don’t whiten, their teeth will yellow. Other foods can discolor our teeth and whether our teeth stay white or become yellow is in relation to how often we clean our teeth and how well we do it.

With the "not whitening, you’re yellowing" slogan, P&G makes us look at teeth whitening as something we need to do to keep our teeth pearly white. Their slogan is effective and with their new, one-hour express strips, it is also quick and easy.


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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