GREY Mauritius Makes Crest Stick—So It Can Unstick Grease

Jul. 31, 2025

Crest had just launched a new, more powerful formula—more concentrated, more effective, and better at cutting through grease than ever. But in a low-involvement category where every brand makes similar promises, simply announcing the news wouldn’t stick. Consumers had heard it all before. And in a digital world filled with clutter, attention is no longer given—it’s earned.

So instead of telling people what Crest could do, the campaign was designed to make them feel it. The idea tapped into something even more universally annoying than grease: online ads. Enter Sticky Ads, a disruptive digital campaign built on repetition and irritation. These ads were everywhere. They lingered, followed users around, and made the experience of digital friction impossible to ignore.

This wasn’t just annoyance for the sake of it—it strategically mirrored the very problem the product was designed to solve. And once the tension reached its peak, the solution was revealed. If viewers hated how the ads stuck around, they’d love what the new Crest does to grease.

In a sea of forgettable claims, Crest earned attention by embodying the problem it solves—and cleaning up the conversation.