The aim of the project was to create an appealing proposition across brands (Crest & Oral-B) as well as across forms (toothpaste, rinse, toothbrush, whitening strips) for the beauty focused oral care consumer that enables her to select the right products for her oral care needs. The objective was to be the first true collection of products from Crest & Oral-B designed to delight the beauty focused oral care consumer.

The design for 3D White was inspired by the essence of bright, white light shining through crystals of a chandelier. The sophisticated feel of the chandelier’s prisms of light spoke to the premium impression of the products and to consumers end benefit: a beautiful, white smile.

The entire line of 3D White products are over-delivering in shipments for February and March.Whitestrips has experience it's largest sales ever.Advanced Vivid paste sales are up 30% with the new packaging.