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.”