The creative juxtaposition of delivering excellent service and healthy confident smiles was a simple yet engaging idea. The “Chongqing Smile Ambassadors” search wove Crest’s commercial idea with a compelling challenge to build China’s service industry. Leveraging strong partnerships with central and local governments, this activity provided Crest with a leadership position while touching and improving Chinese lives.The Search was a multi-media experience, connecting with consumers through TV, Outdoor, mobile phones, internet, events and PR.

Outstanding. High ratings, 2.4 million online and 8.8 million SMS votes. Significant brand health measure increases, +3 UBA and +7 TOM, purchase intent +10, first preference while competitors awareness and purchase intent scores decreased. Crest YA shipments grew 29% against national average of 20%. Crest became market leader in China.