New DMB&B Ads Reposition Crest: Agency Hopes All-American Appeal Will Give Brand Icon Status

By Michael McCarthy





NEW YORK–D’Arcy Masius Benton & Bowles is going back to the roots of Crest in a new campaign breaking this week.





DMB&B executives said the new work seeks to play up the brand’s all-American heritage by claiming everyone, from children to adults, is a ‘Crest kid.’ The new tagline is, ‘Behind that healthy smile, there’s a Crest kid,’ which replaces ‘The dentist’s choice. Crest protection.’ The agency has handled Crest since its inception in 1956 as the first cavity-fighting toothpaste with fluoride.





‘This is a chance for us to go back and say, ‘What’s it all about?” said John Nieman, worldwide creative director for the agency.