What comes to mind when you see a package of Colgate Total? Colgate wants readers to think of a perfect mouth so they pair the package with a striking image of an enormous, disembodied, perfect mouth.
What’s the connection of Colgate Total with this mouth? After a moment or two, the reader notices the tiny, grayed-out Star Wars soldiers and vehicles defending the mouth.
The arresting image draws readers’ attention. Colgate Total defends a perfect mouth. The collection of signs is easily deciphered and conveys a strong message.