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The brief: create an eye-catching campaign for the unusual product, "Toothy Tabs" by LUSH cosmetics - the toothpaste you chew. The products come in interesting, snazzy flavors like "Limelight", "Bling" and "Oral Pleasure."
Each ad features a provocative headline that relates to the specific flavor of Toothy Tab. The type is created from the actual Toothy Tabs product, and garnished with edible ingredients that hint at the specific flavor. The tone of voice is familiar to LUSH customers - cheeky, but delicious.
A bold yet appetizing campaign that encourages trial of a new, unusual product.