2020 US | 2021 Canada

Crest White Strips has dominated the whitening category since 2001, with a 63.5% share of the category at Walmart. However, with limited innovation, the category had been declining for years. Walmart realized SmileDirectClub had an innovative new whitening product and a shared mission to bring high-quality products to people at a great value, and a partnership emerged. With a smart marketing campaign, disruptive motion-activated end caps and in-aisle displays, and a brief eight months of planning, SmileDirectClub launched a line of oral care products in Walmart, including an Electric Toothbrush, Toothpaste, Water Flosser, and Premium Teeth Whitening in over 3,800 Walmart stores. 

The results: 
20.4% category share at Walmart in its first year. 

The buzz:
6.7 Billion Media Impressions.

The awards:

• 2021 German Design Award. SmileDirectClub Electric Toothbrush

• 2020 Shop! Association Awards. OMA Gold Award Winner

• 2020 Tube of the Year Award Winner. Silver Smile Direct Club Premium White Fluoride Toothpaste.