Recently whitening toothpastes have been soaring within the market; other brands have all launched their whitening variants and have been competing ever since. Whitening category is largely cosmetic, luring consumers with emotional hopes. However, consumers have been unaware of how abrasive whitening toothpastes can be. Hence, causing sensitivity. True White was a unique opportunity to capitalize. It was the first whitening toothpaste in the region endorsed by dentists with a non-abrasive patented technology that helps remove stains and preventing new ones from forming.