ACT ADVANCED CARE
LINE EXTENSION | CHATTEM
With the launch of Advanced Care, ACT entered the fiercely competitive antiseptic category, extending its footprint from anticavity protection to killing bacteria. To grab share points, LAM knew it would be critical to create a visual identity that positioned this as a serious adult oral care line. Taking our cue from the product segment name, Plaque Guard, we created a “shining shield of protection” icon that was featured on packaging and also became the basis for a heroic key visual leveraging the message “12-Hour Protection.” This graphic was used online and across POS elements.