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™)
