Crest Violates the Law of the Category

Crest is reviving its “Crest Kid” advertising campaign which first appeared in 1956. After looking at the new creative, I’m struck less with the obvious nod to diversity and more with the change in message strategy.

The Norman Rockwell creative from the 50s clearly promotes the category of cavity-free teeth with the headline of “Look, Mom – no cavities.” While the up-to-date version focuses more on the Crest brand with the “Look Mom, I’m the new Crest kid!” headline.

Admittedly, the modern ad is cleaner, but I think the vintage ad is stronger.

It’s stronger because Crest uses copy to promote the effect of using Crest toothpaste -- no cavities. The updated version evokes brand egotism without a clear explanation of why Crest is better than any other toothpaste on the market.

Al and Laura Ries would say Crest is violating the Law of the Category which says … “leading brands should promote the category, not the brand.” Given this thinking, I contend Crest is in violation of the "The Law of the Category."

Comments

[George Silverman]

It's also narcissistic. I.e, they are talking to themselves. What's the benefit? Why should I care if she is the new Crest kid? Admitedly, it's a hard category to advertise: I remember the days when most kinds had several cavities and "no cavities" was an amazing event. Now, with fluoride, it's not an amazing benefit anymore.

[johnmoore (from brandautopsy)]

I agree George ... pure, unadulterated brand ego run amok. And thanks for stopping by George.

Brand Autopsy readers ... don't sleep on George's pioneering book on Word of Mouth. He's been evangelizing the virtues of WOM for over 30 years. He ain't new to this ... he is true to this. Dig?

[Stephen Macklin]

George,

I remember those days too. I also remember that in those days you had a choice of Crest or Colgate with a small niche for Pepsident. There is a good deal more choice for kids toothpaste today.

I suspect that once they have established the "identity" of a Crest Kid, they will turn the campaign toward adding some value to that identity. I don't see this as narcissistic at all. Given that the no-cavities benefit is moot their brand is the best thing they have to put out there.

[Scott Baradell]

Very good points. I think the new slant also plays to today's "reality tv" mentality where fame is an end in itself -- so it's enough just to be known as a "Crest kid." Who cares what that means, or if there's any substance behind that title.