A Whole New Brushing Experience, Mon! :: Analyzing Crest’s Whitening Expressions Advertise

Analyzing Crest’s Whitening Expressions Advertisement What do palm trees, fresh citrus, and teeth have in common? Crest’s new Whitening Expressions in Fresh Citrus Breeze of course. In the January 2005 issue of Seventeen Magazine Crest debuted a new advertisement for their new line of Whitening Expressions toothpaste, which featured their Fresh Citrus Breeze flavor in gel form. From this advertisement it is easy for the viewer to see the emphasis Crest is placing on their new product: Whitening Expressions. When first introduced, toothpaste was a chalky mint flavored substance. Since then toothpaste has evolved into many other flavors and textures. When purchasing toothpaste there are not only one or two different brands, but there are several different brands and under that there are several different flavors and styles. In the advertisement Crest is introducing the newest member of its family, Whitening Expressions in three truly new flavors. Crest Whitening Expressions are a new spin on toothpaste, in Cinnamon Rush, Extreme Herbal Mint, and Fresh Citrus Breeze; Crest presents its customers with a new experience for their mouth. As well as flavor and texture evolution, the field of advertising has also evolved. Viewer expectations no longer just pertain to product, but also advertising for that product. Viewers expect a higher quality advertisement, and that is exactly what Crest presents its viewers with. High tech graphics, and brilliant ideas fill the page as Crest presents it’s viewer with a giant dollop of orange toothpaste as the focal point of the ad. Fresh Citrus Breeze, this is the giant squirt of gel in the center of the page, and inside of this blob of orange gel in a sort of snow globe effect appears a typical tropical scene with a palm tree, ocean tide and sailboat. Directly following the dollop of gel is a block of dual colored text that captions the picture above. The first sentence of the text is describing the product featured above, while the rest of the caption describes the other flavors available in the new Whitening Expressions. After the text the three flavors are presented in their different forms near then bottom of the page. The viewer now has seen all of the flavors and styles of the new product. The tropical setting gives this advertisement a new take on the emblematic mint paste.