When Natural White Tooth Whitening introduced its new line of 7 whitening products to the trade and consumers it turned to Howe Marketing Works Creative Director Steve Bodkin. Confronting daunting competition from the likes of Colgate and Procter & Gamble, Steve had to differentiate Natural White from its imposing competitors. How? Naturally, with a beautiful “end-benefit” smile and break through packaging that left the competition looking “long-in-tooth”. Steve also generated a series of FSI’s to support the launch of Natural White.