ACT is the #1 mouthwash for kids, but it’s often overlooked as a brand for adults. Our challenge with this campaign was to age up this fluoride powerhouse. We discovered that 1 in 4 grown-ups are actually being treated for tooth decay. So we repositioned ACT around the dental decree: “Long Live Your Teeth.” In a category packed with dentists and demos, this disruptive work was inspired by real remedies our forebears used to cure tooth decay. Cue the donkey.
To match the tone of the new campaign, we created a vibrant and modern visual identity for ACT, including an expanded color palette, custom typography, and a suite of new shapes and patterns. Then we tied it all together with striking photography.