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.