This is my presentation for module 5 of the IPA Excellence Diploma. The challenge was to create a 'brand to live by'. I revitalised the French toothpaste and mouthwash brand BOTOT.

1. BOTOT
Candidate #5007

2. Contents Page
Summary 4
Introduction To The Oral Care Market 6
Introducing BOTOT 21
The Philosophy Of BOTOT 28
Building Brand BOTOT 46
BOTOT Marketing Communications 56
1. Distinctive Design 62
2. Subtle Signals 70
3. Clear Culture 80
Conclusion 89

3. It must be considered that there is nothing more
difficult to carry out, nor more doubtful of
success, nor more dangerous to handle,
than to initiate a new order of things.
Niccolo Machiavelli, 1469-1527

4. Summary

5. This is the story of how the reinvigoration of a little known 18th century
oral care brand called BOTOT can breathe emotion, magic
and desire back into the dullest of categories.
Born in the turbulent times of the French Revolution BOTOT retains
the craftsmanship and expertise of this era as well as the
‘every man for himself’ philosophy.
BOTOT is a brand which helps people connect to their idealized self,
driven by a thirst for power, success and perfection.

6. Introduction to the
oral care market

8. Added micro-active foam
Advanced silica system
Anti-tartar formula
Iso active whitening to slightinnovation is limited
Brand
product innovation.
Cooling crystals Brands create more and
more variations of their
Pro-argin formula current products by adding
evermore meaningless so
Prophy silica called ‘active ingredients’.
Enamel lock formula
Acid erosion pronamel

9. The above word cloud shows the words most used in the last 5 years of oral
healthcare marketing communications: predictable, rational words dominate.

10. Brands have even resorted to simply writing a list of words
which loosely relate to product benefits.
Could things get any more boring?

11. Basically, all brands in the oral health market stand for is
clean teeth and fresh breath.
The only battles these brands fight are against plague and
bacteria.
Practical, rational, sensible, dull and uninspiring.
No dreams are made,
no tensions created,
no emotions sparked.

12. The oral care brands seem to be
oblivious to the fact that people
make most decisions with their
emotions and not their rational
mind.
In a tug of war between reason and
emotion, your emotions almost
always will win.
Professor Daniel Kahneman

13. Unsurprisingly
of today’s oral-care-buyers just buy whatever is on offer.

16. Even the Ritz hotel has to rely on Colgate
mouthwash for want of a more suitable brand.

17. Whilst for soap and shower gels, Aspery fulfils the
brief perfectly delivering high end quality and brand strength.
Imagine finding Carex in a Ritz hotel bathroom.
It would never happen.

18. Would you ever give a bottle of mouthwash for Christmas?
It may sound ridiculous but why not?
People give each other hand soap and no one bats an eyelid.
Currently no brand in oral care is seen as desirable enough to give as a gift.

19. None of this has stopped the oral health care market from growing.
The category is forecast to grow 15% over the next 5 years and
mouthwash sales over the last 5 years have increased
Meaning the opportunity this category offers is even more appealing.

20. Stylish and luxury oral brands do exist,
they’re just not very exciting or well known.
And whilst they may be of superior quality,
they are resoundingly the type of brands
one only finds in quirky eccentric shops
positioned to be bought out of curiosity
rather than desire.
But one of these brands stands out as
having the potential to be much more….

21. BOTOT

22. BOTOT is a sleeping giant of a brand
steeped in a long history full of mystery, style,
craftsmanship and passion.
The perfect ingredients for a strong brand
with a clear purpose and belief.

23. Currently best described as a curiosity brand it has the
potential to be much more.
It is a brand which can be reinvigorated to become
something so strong it will be used by people to define
who they are and more importantly who they want to
be.

24. BOTOT was the first ever mouthwash and toothpaste brand, invented in Paris by Dr Julien
Botot for French King Louis XV in 1755.

25. BOTOT was given royal endorsement by Louis XVI days before the
revolutionaries stormed the Bastille.
It is claimed this was the last official
act of the French monarchy.

28. The Philosophy
of
BOTOT

29. Marie-Sophie Botot inherited the brand following Dr Julian’s death.
Marie-Sophie added her signature and the inscription ‘cui fidas vide’,
or “watch whom you trust,” to each bottle,
both have been on there ever since.

30. Cui fidas vide
watch whom you trust
This mantra is the heart and soul of the BOTOT brand.
While the advice was particularly relevant at the time of the
Revolution it still resonates today as a piece of sage advice.

31. There are many things my father taught me here in this
room. He taught me: keep your friends close, but your
enemies closer.
Michael Corleone
The Godfather: Part 2, 1974

32. Human nature doesn’t change.
People are as hungry for power as they
ever were.

34. BOTOT
celebrates this desire
It sees life as a battle
with every man for himself

35. And this mantra comes at the most
crucial moment: the start and end of
each day, just before and after battle.
When you’re alone in front of the mirror.
The most private and personal of places.
A moment of true introspection and reflection.

36. While other oral brands obsess about plaque and active ingredients.
BOTOT focuses on perfection, power and personal gain.

38. It is not from the benevolence
of the butcher, the brewer, or
the baker that we expect our
dinner, but from their regard to
their own interest.
Adam Smith

39. It has always seemed strange to me... the
things we admire in men, kindness and
generosity, openness, honesty,
understanding and feeling, are the
concomitants of failure in our system.
And those traits we detest, sharpness,
greed, acquisitiveness, meanness,
egotism and self-interest, are the traits of
success. And while men admire the
quality of the first, they love the produce
of the second.
John Steinbeck

40. BOTOT
promotes
self-reliance
self-interest
self-belief

41. BOTOTbelieves life is
every man for himself

44. This isn’t just some shallow marketing trick; this is the brands heritage, purpose and meaning.
It’s thought that Napoleon started his day with BOTOT. Before each of his epic battles he tasted
the craft, quality and expertise the brand delivers along with that explicit philosophy of self-reliance
through the Latin inscription ‘Cui fidas vide’ ‘watch whom you trust’.

45. BOTOT has been an aid to powerful men throughout history and can now take its rightful place as an
aid for those fighting for power today.

46. Building
Brand
BOTOT

47. We are creating a
new category

48. This is not mouthwash
It is Eau De Bouche

49. This is not toothpaste
It is Pâte Bouche

50. BOTOT
This is not an oral care brand
It is a Status Brand

51. People never really care which brand of toothpaste or
mouthwash their guests see in their bathroom.

52. They will now.

53. BOTOT
says something about who you are
and who you aspire to be.

54. BOTOT allows individuals to connect with
their idealized self.
A more successful and powerful version
of themselves.
It gives people the power to believe the dream
can become reality.

55. BOTOT shall act like a Status Brand.
It’s communications, distribution and design shall all work to portray
the brands class, sophistication, creativity and boldness.

56. BOTOT
Marketing
Communications

57. All marketing communications
shall look to build
Authenticity
&
Visibility

61. Marketing communications for BOTOT shall not be something that is added
onto the product, they shall be ingrained within it.
The brand values won’t be something that the brand says, they shall run through
everything the brand does and is.
The brand is manifested through marketing communications in three key ways:
1 2 3
Distinctive Subtle Clear
Design Signals Culture

62. 1
Distinctive
Design
The BOTOT product itself must reflect the brands history and
values whilst being distinctive and extraordinary...

63. Currently Reinvigorated
To boost appreciation for
the level of craft used to
create BOTOT we shall
reduce the size of the Eau
De Bouche to 50ml and
double the price

65. BOTOT shall strongly recommend that it is only
ever mixed with mineral water.
BOTOT should never be mixed with tap.
Wherever BOTOT is, premium mineral water
must be close by.
A partnership with Hildon water shall result in
special miniature Hildon BOTOT edition being
created specifically for using with BOTOT Eau
De Bouche and Pâte Bouche.
Hildon is the perfect partner as like BOTOT it
strives for perfection in everything it does and
only associates itself with the very best.

66. BOTOT shall create high quality
steel shot glasses for mixing and
taking the Eau De Bouche.
This shall add a sense of ritual and
further boost the masculinity
of the brand.
The steel shots shall be sold with
BOTOT and be found
wherever BOTOT is.

68. Deliveries of BOTOT arrive in
wooden crates, like a fine wine.

69. Limited editions of BOTOT
using rare ingredients shall be
designed to attract attention
and long waiting lists.

70. 2
Subtle
Signals
BOTOT shall use distribution and usage as marketing communication
channels sending subtle but powerful signals about authenticity…

71. BOTOT
is a work of wonder through years of toil and craftsmanship,
not a mass produced commodity. Accordingly...
…wherever expensive single malt whisky is, BOTOT should be
…wherever luxury perfume is, BOTOT should be
…wherever fine wine is, BOTOT should be

72. BOTOT shall be distributed throughout the world’s top hotels.
There will be little equivalent competition stopping BOTOT
from quickly gaining considerable distribution.
BOTOT shall be found not only in bedrooms but also private powder rooms and shall always
be provided with its signature steel shot glass and miniature mineral water for mixing.

73. Wherever perfection is a
priority, BOTOT shall be
the Eau De Bouche of
choice.
BOTOT shall be found in the rest rooms of high end restaurants, environments which reflect
BOTOT’s values, craft and perfection duelled with its philosophy of personal success and wealth.
Where possible we shall create separate BOTOT rooms allowing people to freshen their mouths
in private after eating.

75. BOTOT
concessions shall be walled off from other brands to help define it from the
femininity of its surroundings. To further this distinction it shall be staffed by
men including a doorman who shall inspect and give entrance permission.
Inside the BOTOT room shall be a place of solitude where BOTOT can be
mixed with mineral water and tasted away from the prying eyes of the public.
A Eau De Bouche Sommelier will be on hand to take you through the different
variety’s and subtle differences of the BOTOT range.

76. BOTOT
shall be ingrained into popular culture to build further associations
of perfection, power, status and wealth.

77. Jay-Z will rap about how he cleared his mouth with BOTOT before sealing a
multi-million dollar deal.

78. In partnership with HBO, BOTOT shall create a series set in 1980s Wall Street in
which the main character / hero shall use BOTOT to start his day. He shall be ruthless
but successful. The only BOTOT branding in relation to the partnership shall be the
usage throughout the series, no external announcement or activity shall run meaning the
branding is kept suitably subtle to aid authenticity.

80. 3
Clear
Culture
The culture of BOTOT embodies its values as a brand…

81. BOTOT
doesn’t have offices, it has embassies
(& a HQ in Paris)
doesn’t have MD’s, it has ambassadors
(& a President in Paris)
doesn’t have staff, it has cadre
doesn’t have factories, it has workshops

84. Mikhail Gorbachev’s 85th birthday ball shall be held at the BOTOT London
Embassy attaching a host of powerful VIPs to the BOTOT brand.

85. BOTOT
BOTOT shall hold intimate TED talks in their embassies where the
powerful shall share their experience, struggles and knowledge.
Anyone who has made it to the top using whatever methods shall be
welcome to speak, at the first event speakers will include
Fred Goodwin
50 cent
Silvio Berlusconi
Rupert Murdoch

86. BOTOT cadre dress as if they have
the power to take over and dominate
the entire world.

87. The BOTOT employee handbook is a guide to becoming more
powerful and sold to the public in bookshops around the world.

88. In summary the BOTOT brand shall be manifested through marketing
communications in three key ways brought to life in the highest level of detail:
1 2 3
Distinctive Subtle Clear
Design Signals Culture
Premium price Top hotel distribution HQ in Paris
Pipette bottle Restaurant distribution Embassies in top cities
Mineral Water Partnership Retail through concessions Private members clubs
Steel shot glasses Eau De Bouche Sommelier High profile balls
Envelope with purchase Jay-Z mentions Intimate TED events
Wooden crate delivery HBO product usage Sharply dressed cadre
Limited edition flavours Film usage Cadre enchiridion

89. Conclusion

90. BOTOT is the creation of an entirely new category for oral health. A category
full of desire, emotions and passion driven by clear values and belief.
BOTOT is a far cry from the rational and practical oral brands currently
dominating the oral care market.
BOTOT will make it acceptable to give oral health products as gifts, for them to
sit next to other beauty brands in high end department stores and
be associated with the high end of culture.
BOTOT shows that with the right brand even the most rational of categories
can give people something to believe in and belong to.
BOTOT is a brand which helps people connect to their idealized self,
driven by a thirst for power, success and perfection.

91. BOTOT