A fresh look at the routine.

Inflation was on the rise. So, people cut back on things that made them feel their best. With back-to-school season around the corner, everyone was looking for budget-conscious ways to boost confidence.

Teeth-brightening products were seen as part of a routine. They weren’t discretionary, but they weren’t seen as particularly exciting either.

Rock Your Routine, Not Your Budget positioned SmileDirectClub’s products as an everyday luxury, rather than a dull part of the routine. We reminded people that brightening your teeth actually makes a big impact on confidence and near-zero impact on the budget.