Bite Toothpaste Bits eliminated plastic from oral care—chewable tablets in a glass jar made zero-waste toothpaste a category, not a compromise.
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See all ads on AdLibrary →Bite Toothpaste Bits is a Vancouver-founded, US-headquartered zero-waste oral care brand founded by Lindsay McCormick in 2018. The brand sells chewable toothpaste tablets in refillable glass jars, targeting eco-conscious consumers through sustainability-first DTC marketing. Also searched as Bite.
Bite's ad strategy is built entirely on the zero-waste value proposition. The glass jar and tablet format is visually distinctive and immediately communicates sustainability before a word of copy is read. Video ads showing the unboxing ritual and tablet-chewing demonstration convert well because the product experience is inherently novel. Founder Lindsay McCormick's Shark Tank appearance generated significant awareness, and the brand uses that credibility in retargeting. See Bite's ads at AdLibrary.
Facebook and Instagram are the primary paid channels, targeting zero-waste and plastic-free lifestyle audiences, eco-conscious millennials, and sustainability-motivated shoppers. Demo-style video creative (how to use the tablets) outperforms static product ads by resolving the 'how does this actually work?' objection before purchase.
Core themes: zero plastic waste (no tubes, no plastic); refillable glass jar ritual; clean vegan and cruelty-free ingredients; SLS-free and natural formulas; and the convenience of a subscription refill system. Copy is mission-forward and confident—targeting consumers who have already committed to reducing plastic waste in their daily routines.
Bite shows how radical format innovation can create a new product category within a mature market. By making the container (glass jar) and format (chewable tablet) the hero of the product, they built instant differentiation that requires no competitive comparison. Lesson: when you can't win on formula, win on form—the packaging can be the most persuasive part of your ad.
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