CREST WHITESTRIPS™

PROCTOR AND GAMBLE

BACKGROUND

Market analysis of P&G's tray-based teeth whitening solution revealed:

  • Declining market share

  • Marginal difference in performance (teeth whitening effectiveness)

Business challenge: How to create a teeth whitening product that would be
a market leader?

WHAT WE DID

We identified key areas for improvement:

  • Minimizing the size of the whitening gel delivery system

  • Making the product invisible when applied

  • Increasing effectiveness and safety (no harm to gums)

OUTCOME

The developed solution, Crest WhiteStrips™, achieved:

  • First-year sales of $129.6 million, topping the list of non-food products

  • Double-digit growth for P&G in: 

    • Volume (18%)

    • Net sales (18%)

    • Net earnings (19%)

  • Over 45% market share in the whitening segment within the first year

  • Contribution to Crest becoming P&G's 12th billion-dollar brand/business (along with SpinBrush™)

OTHER CASES

Xerox

Panasonic

General Electric