Rembrandt Toothpaste

I like the new Rembrandt advertising campaign.  They have clearly decided they are getting their butts kicked in the cavity fighting area so have gone for a different approach - Oral Beauty.  It is very effective.  Cavities are just something that happens to "other people", whereas everybody wants a beautiful mouth.  They have redesigned their packaging and launched this new Calvin Klein style advertising campaign based around a kiss.  It almost makes me want to switch to Rembrandt toothpaste.