3. >> COLGATE is the household name for oral products
>> Marketed to mums initially, who bought for their families
>> Known for the best alternative for “oral care”
>> Developed another product to reach young adults
>> Products that have been developed to have
oral protection + fresh breath
4. >> A new product development which is an oral care
chewing gum
>> The new product will have unique oral care
benefits, along with trusted brand equity
5. >> Young, thriving, working professionals
>> Don‟t have time to brush their teeth
>> Busy lifestyles – often stressed, uptight, moody
>> Would rather spend time on other things than brushing
their teeth
>> Cannot afford the time to maintain optimal oral health
6. >> Colgate sees this as an opportunity to offer a
convenient time-saving supplement to regular brushing
>> Establish itself as the “authentic” oral care
chewing gum among young consumers
7. >> This new gum contains liquid calcium
to strengthen teeth and special cooling
crystals for lasting fresh breath
8. >> logo, tagline, the product, and short body copy re-
emphasizing reasons to believe
9. >> As a internationally known brand, our aim is to go
on
a global expanse, with the initial steps of reaching out
to the local market, which is here in Hong Kong
>> use “GLOCALIZATION” approach
Think globally. Act locally.
17. REASONS WHY THEY CHEW GUM/EAT MINTS:
>> Keeps people awake
>> Have good smelling breath
>> Supplements to brushing teeth
and prevents tooth decay
>> Freshens breath
26. ACCORDING TO THE OXFORD ENGLISH DICTIONARY:
1. Not previously known or used
2. (Of the wind) Pleasantly clean and cool
3. (Of a person) full of energy and vigor
4. Attractively youthful and unspoilt
27. ACCORDING TO THE URBAN DICTIONARY:
1. The sense of seeing something brand new
2. Highly approved by someone
3. Cool, in style (in relation to clothes,
cars and bling)
4. Very good or “fly”, swagger
29. >> Fresh as a pun for both the experience of the gum and the
lifestyle
>> Fresh as “clean and new” – relates to the “oral care”
aspect that Colgate tries to promote
>> Fresh as “full of energy and vigor” – relates to the freshness
and coolness of breath
>> Fresh as “cool, brand new, fly in style” – relates to the
keeping up with the current, latest trends in the media
32. >> ZEST (quality of excitement or piquancy)
>> TONIC (feeling of vigor or well-being)
>> NIP (short for ‘nippy’, which means chilly)
>> VIBES (transmit or give out a feeling or
atmosphere; enjoy oneself by listening to or dancing
to popular music)
>> ZING (syn. to ‘zest’ – means enthusiasm,
liveliness, energy)
>> VERVE (syn. to ‘tonic’ – means spirit, vigor,
enthusiasm)
>> SPUNK
>> TANG
48. >> Individual packs of VIBES gum will be sold at
local convenient stores such as 7-Eleven, Circle K,
and in supermarkets such as Taste, CitySuper, ParkNShop,
and Wellcome
>> Placed near the refreshments and drinks section
to reiterate „get into the fresh‟ idea
49. >> These dispensaries are much more slim
than the vending machines and placed in MTRs or Bus stops
>> Will also be sold to company offices, clubs, etc.
>> The idea of placing it in areas where
people go for “refreshments” such as going
to the toilets in restaurants or clubs, at the
company office lobby, etc.
