Squeezing more meaning out of an iconic brand.
Consumers valued Tom’s of Maine social conscious. Unfortunately, they also believed the company’s all-natural toothpastes didn't work well. Truth is, they were as effective as any. Consumers needed to understand you didn’t have to sacrifice values for efficacy. Creative built around the positioning and tagline “Naturally, it works.” was the beginning of that education.
TV
TV
TV
Promo Film for Retailers
