Great 1956 Headline for Crest Toothpaste

Crest didn’t just sell toothpaste in this ad. It sold a weapon. The headline, “WORLD’S GREATEST WEAPON AGAINST TOOTH DECAY,” turned a boring hygiene habit into a heroic daily mission.

Marketing Analysis

This ad reframes toothpaste as a defense tool. Instead of “buy this for cleaner teeth,” it says “join the fight against tooth decay.” The language gives people purpose and pride—suddenly brushing feels powerful, not routine.

Why It Works

• Uses “world’s greatest” for instant authority
• Turns a commodity into a cause
• Taps into fear of decay but flips it into empowerment
• Simple visuals reinforce the bold claim

Examples

• Apple’s “Think Different” gave computers a cause
• Dove’s “Real Beauty” reframed soap as a confidence tool
• Peloton sells bikes as identity, not equipment
• Nike’s “Just Do It” turns sneakers into ambition fuel