The One Show
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Category
Promotional Items
Annual ID
OS22_HW037M
About the Work
It’s scientifically impossible to enjoy a glass of orange juice after brushing your teeth, due to a chemical in toothpaste called SLS (Sodium Lauryl Sulfate). The issue had over 20,000 social media complaints last year and has plagued OJ brands like Tropicana for decades.
Tropicana made a toothpaste that cleans teeth without making orange juice taste bitter. Developed alongside toothpaste scientists, we removed the SLS chemical that ruins orange juice in the form of a gel-based toothpaste with a fresh minty flavor. On National Brush Day (Nov. 1) we released the toothpaste exclusively on Instagram and it was met with unprecedented hype and demand. Juice drinkers rejoiced at the news that their age-old problem had been solved by a simple, innovative toothpaste.
Tropicana made a toothpaste that cleans teeth without making orange juice taste bitter. Developed alongside toothpaste scientists, we removed the SLS chemical that ruins orange juice in the form of a gel-based toothpaste with a fresh minty flavor. On National Brush Day (Nov. 1) we released the toothpaste exclusively on Instagram and it was met with unprecedented hype and demand. Juice drinkers rejoiced at the news that their age-old problem had been solved by a simple, innovative toothpaste.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Cramer-Krasselt / Chicago
PR / Marketing Agency
MullenLowe PR / New York
Production Company
The Barkers / Chicago
Post Production Company
Another Country / Chicago
Media Distribution Company
OMD / Chicago
Creative Director
Jeremy Adams
Director
Chris Barker
Kristen Barker
Editor
Michael Fernandez
Group Creative Director
Amy Gozalka
Producer
Louise Rider
Account Director
Maddy Sheffer
Account Executive
Anna Tripp
Juliet Stein
Account Supervisor
Cassie Joyce
Adriana Geday
Julia Chamberlin
Content Producer
Stuart Ashner
Design Director
Sangbum Kim
Engineer
John Binder
Line Producer
Tom Cronin
Karen Carter
Assistant Account Executive
Derrick Sanders
San'Tres Broussard
Assistant Engineer
Josh Hunnicutt
Digital Director
Alex Schrieber
Group Account Director
Tiffany Williams
Manager
Amanda Carlson
Planning Director
Sarah Simpson
PR/Social Director
Dan Stepanian-Bennett
Senior Account Executive
Alyssa Kanter
Senior Associate
Kristen Stankus
SVP, Executive Director of PR/Social
Mary Gura
VP, Account Director
Colin Brown
VP, Campaign Manager
Audrey Williams
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