More Related Content Similar to Final creative brief Similar to Final creative brief (20) 1. (“Crest News,” 2015)
CREST TOOTHPASTE
Healthy, beautiful
smiles for life
A Creative Brief by Rebecca Dowd Connor Capps Holly Weddle
3. TheOralhygieneindustryseekstohelpindividualscarefortheirteethandgumsbyprotecting
fromcavities,gingivitisandtoothdecay.Cresthasbeenaleadingcompanysince1955inoral
health.CrestPro-healthtoothpastegivesconsumersaprotectionagainsttartarbuildupand
cavitiesandhelpswithrefreshingbreath(“CrestHeritage,”2015).
CrestwasdevelopedfromProctor&Gambleinthe1940swhenitbeganresearchingingredi-
entstoreducetoothdecay.ItpairedwithDr.JosephMuhleratIndianaUniversityanddeveloped
toothpastethatincludedfluoride,whichresultedina47percentreductionincavitiesandtooth
decay.Cresthitthemarketin1955andby1962theAmericanDentalAssociationconfirmedthat
theCresttoothpastepreventedtoothdecayandCrestbecametheleadingtoothpasteinthe
UnitedStates.TheAmericanChemicalSocietyrecognizedCresttoothpasteasoneofthe100
greatestinventionsofthepast100years(“CrestHeritage,”2015).
TodayCrestisworkingtowardsinsuringfull-bodywellnessandthroughitsresearchtheyreal-
izedthatTriclosanshouldnotbeincludedintoothpaste.TodayallCrestPro-Healthtoothpastes
aretriclosanfree.
CrestcontinuestobethenumberonesellingtoothpasteintheUnitedStatesandcomplieswith
allrulesandregulationsfromtheFoodandDrugAssociation.Crestispassionatetomakesure
itsclients
haveperfectoralhealthsothateveryonecanhaveahealthyandbeautifulsmile
(“CrestHeritage,”2015).
Demographics
CresttargetsAmericansofallagesandgendersbutitisevidentthatoutof2,000femalestested
68percentofthemboughtandusedCrestthisyear(OralCare-US,”2014).
Only60percentofmaleshaveboughtandusedCrestthisyear.Throughitsadsaboutbeautiful
andwhitesmilesittendstoreachmorefemalesthanmales,butithasahighaudienceinboth
genders.Manywomenspendtheirmoneyonhealthandbeautyproductsandpreferthetooth-
pastethatwillleadtothewhitestteeth(OralCare-US,”2014).
After2,000peoplebetweentheageof18to24,64percentofthemhaveboughtandusedCrest
inthepastyear.Crestreachesamiddleagedemographicbecausekidstendtousewhatever
toothpastetheirparentsuseanddonotstartbuyingtheirownuntiltheyare18yearsold.Custom-
ersinthisagegroupareconcernedwiththehealthandlookofhisorhersmileandtendtospend
moremoneyontoothpastethatcontainsfluoride(OralCare-US,”2014).
Psychographics
CresthasavaluablecustomerbasebecausegenerationshaveadaptedtousingCrest.Theirpar-
entsboughtitanditisaloyalbrandthathasbeenaroundsince1955(“CrestHeritage,”2015).
TheCrestcustomersvalueabeautiful,whitesmile,whichinreturnbenefitsahealthylifestyle
(“CrestHeritage,”2015).
ThroughdifferentreviewsonthePro-Healthtoothpaste,itisevidentthat
Crestcustomersappreciatethereductioninsensitivityandgingivitis
afterusingthetoothpaste(“ProductInformation,”2015).
PRODUCTSUMMARYTARGETAUDIENCE
(“ProductInformation,”2015)(“ProductInformation,”2015)PAGE4PAGE5
4. Protectivecap-Easytousewhichkeepsallthetooth-
pasteinthetubeinordertoavoidmesses(“CrestToothpastes,”
2015).
Attractivesmallpackaging(4oz.)-De-
signedtositonbathroomcounterwithouttakingupalotofspace
(“ProductInformation,”2015).
Fluoride-Helpsstrengthenweakspotsandpreventtooth
cavities(“HowtoBrushYourTeeth,”2015).
Whitening-CrestToothpastehasan80percentde-
creaseofsurfacestainsinonly14days(“CrestToothpastes,”
2015).
Dualaction-Protectsagainstgingivitisandcavities,
whichgivesconsumershealthyteethandrefreshingbreath(“Crest
Toothpastes,2015).
CRESTPRO-HEALTHTOOTHPASTE
(“CrestToothpastes,”2015)
BRANDIMAGE
CrestistheleadingtoothpastebrandintheUnitedStatesbeatingoutitscompetitorCol-
gate.Crestisabrandthathascontinuallypushedtoeffectivelyimproveoralhealthsinceit
enteredthemarketin1955(“CrestHeritage,”2015).IthasbeenCrest’svisiontoleadthe
wayinapursuitofperfectoralhealthsothatitsconsumerscanhaveabeautifulhealthy
smileforlife(“CrestHeritage,”2015).PeoplehavechosenCresttoothpastesince1955
becauseitprovidesconsumerswiththebestoralhygienicproducts.Crestprovidesbrand-
edproductsandservicesaswellassuperiorqualitywhosepurposeisto
improvethelivesofitsconsumers.
(“ProductInformation,”2015)
FEATURES&BENEFITS
(“ProductInformation,”2015)
PAGE6PAGE7
5. Crest’sgoalistocontinueitscurrentbrandimageasthenumberonetoothpasteproductinthe
UnitedStates.Ittookalmost10yearsand2billiondollarsinadvertisementspending,butCrest
hasmanagedtobeatitsmaincompetitorColgate.Crestseeksabrandimagethatpromotesa
healthiermouthandabrightersmile.Crestbasesitscompanyandproductonfivemajorcourse
strengthens(“CrestProducts,”2015).Thesestrengthsinclue:
DESIREDBRANDIMAGEDIRECTCOMPETITORS
Colgate
Colgateisanoralhygieneproductlineoftoothpastes,
toothbrushes,mouthwashesanddentalfloss.Colgate’s
priorityisthesafetyofitsproductsandthedistinctivehealth
benefititsproductsprovideinfightingplaqueandgingivitis
(“ColgateProducts,”2015).
Sendodyne
Sensodynetoothpasteisthedentistrecommendedtooth-
pasteforsensitivity,offeringarangeofspecificallyformu-
latedtoothpastes.Sensodynetoothpasteworkstorelieve
toothpainduetosensitiveteethandprovideslastingpro-
tectionallday,eachdaywhenusedasdirected(“Senso-
dyne,”2015).
Aquafresh
Aquafreshisabrandoforalhealthcareproductsthat
providestoothpastesandoralcareproductsforhealthy
gums,strongwhiteteeth,andfreshbreath(“AboutAqua-
fresh,”2015)
INDIRECTCOMPETITORS
Listerine
Listerineisabrandofantisepticmouthwashproducts.It
ispromotedwiththeslogan“Killsgermsthatcausebad
breath,”(“AboutListerine,”2015).
RembrandtAdvancedWhiteningStrips
Rembrandtwasthediscovererofcosmeticdentistryand
whiteningpioneer.ThegoalofRembrandtwastoprovide
consumerswitheffectivewhiteningpowerthatwouldhelp
fixthestainsandscratchesontheirteeth.Eventhoughthe
categoryhasgrownovertheyears,unlikeotherwhitening
brands,Rembrandtstillstayssingle-mindedlyfocusedon
teethwhitening(“RembrandTHistory,”2015).
OralBFloss
Oral-Bflossisrecommendedbymoredentiststhanany
otherbrand.Oral-Bflossslidesupto50%moreeasilyin
tightspaces,andthere’sadentalflossintheOral-Bfamily
foreveryneedfromeverydaycleaningtogettingaround
bracesanddentalwork(“AboutOralB,”2015).
(“ProductInformation,”2015)
(“Colgate,”2015)
(“SensodyneProducts,”2015)
(“AquafreshToothpaste,”2015)
(“ListerineProducts,”2015)
(“OralBFlossProducts,”2015)
(“RembrandTWhiteningProducts,”2015)
ConsumerUnderstandingUncoveringtheunarticulatedneedsof
consumers
(“CompanyCoreStengths,”2014).
InnovationTranslatesconsumerdesiresintoproducts
(“CompanyCoreStengths,”2014).
Brand-BuildingP&Gbrandsareamongtheworld’sbest
knownhousholdnames
(“CompanyCoreStengths,”2014).
Go-to-MarketReachesretailersandconsumersatthe
Capabilitiesrightplaceandtime
(“CompanyCoreStengths,”2014).
ScaleDrivesefficiencyandconsumervalue
(“CompanyCoreStengths,”2014).
PAGE8PAGE9
6. ETHNOGRAPHICRESEARCH
Holly,Rebecca,andConorwatchedsixstudentsfromtheUniversityofKansasbetweenthe
agesof20through22brushtheirteethwithCrestPro-Healthtoothpaste.Wewatchedeach
studentinhisorherownbathroomattheirhousethroughtheweekofApril14throughApril
18.Wefocusedontheorderofhisorherroutine,howmuchtoothpasteheorsheused,the
amountoftimeheorshespentbrushingandwhereandhowheorshestoredhisorher
Cresttoothpaste.
ProductUsage
EachParticipanttookouthisorhertoothpastefromthetopshelfoftheircabinetorthedraw-
ernexttotheirsink.EachparticipanthaddifferenttoothburshesrangingfromOralB,Crest,
andColgate.Alloftheparticpantshadplainmanualtoothbrushes.Heorsheeachputtheir
toothbrushunderthefaucetbeforeputtingtheCresttoothpasteontheirteethandbrush-
ing.Aftergettingthetoothbursheswetheorshesqueezedouttoothpastealongthewhole
surfaceoftheirtoothbrush.Someparticipantsvariedtheamountheorshesqueezedout
betweenadimesizedandaquartersize.Eachparticipantspitoutthetoothpaste,rinsed
withwater,andwipedhisorhermouthonatowelintheirbathroom.Eachparticipantspent
adifferentamountoftimewiththetoothbrushinhisorhermouth.Somewerequickandless
thanaminutewhileothersspentuptofourminutesbrushing.Theparticipantswerenotpay-
ingcloseattention.Theyshowedhabitualandroutinereactionstousingthisproduct.
Discussion
Welearnedthatitisadailyroutinethateverybodyhasbuteachparticipanthaspersonal-
izedtheroutineandhassmallindividualtendencies.Weweresurprisedthatfouroutofthe
fiveparticipants’parentsalsousethesametoothpasteasthem.Theparticipantstendto
buywhatherorshegrewupwithintheirfamilieshome.Personalhygienewaseachpartici-
pant’smotivationforusingthisproductandheorshechoseCrestspecificallybecausethey
likethecleanfeelingtheygetintheirmouth,alongwiththetasteitleavesthemwith.The
participantsstayloyalbecausetheirparentsuseitbutalsobecauseofthetubeandclean-
linesscharacteristicsthatispossesses.Eachparticipantusedthesamestepsthroughout
theirbrushingroutinewithsmalldifferencesortendenciesregardingtimeandamounts.
ADVERTISINGGOALCrestisabrandthathascontinuallypushedtoimproveoralhealth.Crestisamongthemost
trustedhouseholdbrands,avaluereinforcedbythecontinuedrecognitionofitsproductsby
theAmericanDentalAssociation(“CrestHeritage,”2015).
TheadvertisingcampaignthatlaunchedtheCrestbrandhasbecomeoneofthemostmem-
orablecampaignsinmarketinghistory.Cresthasexpandeditsadvertisingeffortsbeyond
theproducttohighlightthebrand’scommitmenttopromotinggoodoralhealthworldwide.
Ethnicandinteractivemarketinghavebothreceivedincreasedattention.Duetothegrow-
ingpresenceofinteractivemediaandsocialnetworks,consumershavegreateraccessto
themediathaneverbefore,allowingthemtochoosewhen,where,andhowtoengagewith
advertisingandinformation.
Toadapttothisnewmarketinglandscape,Cresthaspushedtotheforefrontofthe“influ-
encermarketing”trend.Influencermarketinggrowsthebrandbyworkingwithavarietyof
influencerstoincreasethebelievabilityofproductclaimsandinsertproductsintoconsum-
ers’everydaylivesinmeaningfulways.Crest’sdreamistoleadthewayinpassionatepur-
suitofperfectoralhealthsothateveryonecanhaveahealthy,beautifulsmileforlife.
(“ProductInformation,”2015)
(“ProductInformation,”2015)
PAGE10PAGE11
7. STRATEGICMESSAGE
Crestiscommittedtobuildingonitshistoryofdevelopinginnovativeoralcareproductsthat
meettheneedsofconsumersaroundtheworld.Asatrustedleaderinoralhealth,ourgroup
wantspeopletoknowthatCrestisforanyandalltypesofconsumers.Anyonewhoislook-
ingtoimproveormaintainexcellentoralhealthordesirestoupholdabeautifulsmileforlife
iswelcomeintheCrestfamily(“CrestHeritage,”2015).
(“ProductInformation,”2015)
AboutAquafresh.(2015).Aquafresh.com,RetrievedOnlineon2015,April28from:
https://www.aquafresh.com/faqs.html
AboutListerine.(2015).Listerine.com,RetrievedOnlineon2015,April28from:
https://www.listerine.com/about
AboutOralB.(2015).Oralb.com,RetrievedOnlineon2015,April28from:
http://www.oralb.com/about/
AquafreshToothpaste.(2015).Aquafresh.com,[Image]RetrievedOnlineon2015April28
from:
https://www.aquafresh.com/products/toothpaste.html
Colgate.(2015).Colgate.com,RetrievedOnlineon2015,April28from:
http://www.colgate.com/app/Colgate/US/HomePage.cvsp
ColgateProducts.(2015).Colgate.com,[Image]RetrievedOnlineon2015,April28from:
http://www.colgate.com/app/CP/US/EN/OC/Products.cvsp
CompanyCoreStrengths.(2014).PG.com,RetrievedOnlineon2015.April28from:
http://www.pg.com/en_US/company/core_strengths.shtml
CrestHeritage(A).(2015).Crest.com,RetrievedOnlineon2015,April13from:
http://www.crest.com/about-crest/crest-heritage.aspx
CrestHeritage(B).(2015).Crest.com,[Image]RetrievedOnlineon2015,April13from:
http://www.crest.com/about-crest/crest-heritage.aspx
CrestToothpastes(A).(2015).Crest.com,RetrievedOnlineon2015,April13from:
http://www.crest.com/crest-products/crest-toothpastes.aspx
CrestToothpastes(B).(2015).Crest.com,[Image]RetrievedOnlineon2015,April13from:
http://www.crest.com/crest-products/crest-toothpastes.aspx
HowtoBrushYourTeeth.(2015).Crest.com,[Image]RetrievedOnlineon2015,April13
from:
http://www.crest.com/dental-hygiene-topics/how-to-brush-your-teeth.aspx
ListerineProducts.(2015).Listerine.com,[Image]RetrievedOnlineon2015,April28from:
https://www.listerine.com/products
REFERENCES
(“ProductInformation,”2015)
PAGE12PAGE13
8. REFERENCES
Oral B Floss Products. (2015). Oralb.com, [Image] Retrieved Online on 2015, April 28 from:
http://www.oralb.com/products/oral-b-floss.aspx
Oral Care - US. (2014). Mintel.com, Retrieved Online on 2015, April 13 from:
http://academic.mintel.com.www2.lib.ku.edu/display/704586/?highlight#hit1
Product Information (A). (2015). Crest.com, Retrieved Online on 2015, April 13 from:
http://www.crest.com/crest-products/3D-white-advanced-vivid-enamel-renewal-tooth-
paste.aspx
Product Information (B). (2015). Crest.com, [Image] Retrieved Online on 2015, April 13 from:
http://www.crest.com/crest-products/3D-white-advanced-vivid-enamel-renewal-tooth-
paste.aspx
RembrandT History. (2015). Rembrandt.com, Retrieved Online on 2015, April 28 from:
http://www.rembrandt.com/about-rembrandt.html
RembrandT Whitening Products. (2015). Rembrandt.com, [Image] Retrieved Online on 2015,
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