Imagine you work for an advertising agency, and your boss says 'I want you to think of an innovative way to describe a brand new miracle whitening toothpaste'.
My present one (above) claims 'White Now, Instant Triple Power, GOLD, with blue light technology'. Its claims only lacks 'Contains our revolutionary XZ27', or 'With the power of Dentogleem', or 'Developed by NASA', etc.
My usual brand suggests the hardness of diamonds, with 'Code White' whatever that is!
Surely every combination of words for extreme whiteness, and super-restorative enamel strength, has already been used; so, where do they go next!
I think I've seen more ridiculous descriptions on tubes of toothpaste than on any other product, other than on women's face creams, maybe, or wine labels, or exercise machines, or internet connection claims, or over 50's life insurance.... I could go on.
All suggestions welcome.