Extra White

In recent years, one of the most successful campaigns is the 益達曬駱駝 campaign. It has managed to expand the originally stagnant market of chewing gums in a big way. A catchy Chinese translation of the ingredient name, Xylitol - 曬駱駝 plus a single minded message of dental health benefit are the two winning elements. In order to expand the market even more, there are brand extensions, following the route of toothpastes in a way. This Extra White is one of them.

Back to the ad, it uses facial mask as analogy which is not new. But the problem is that the white key visual is on a white background. The key visual hardly stands out and it looks even worse subject to the printing/paper quality.