DoRight Dental is launching a new toothpaste called "SmileRight Toothpaste". The marketing plan targets Generation X Hispanic females ages 25-40. A six-week email, Facebook, YouTube, and mobile campaign will promote SmileRight's benefits and encourage sharing on social media. The creative elements will feature the colors Tangerine Tango and neon shades to match the summer theme. Messaging will focus on natural, cruelty-free products and special offers to engage the target audience.

1. Prepared by Elaine. A. Puma
As your account representative, I have compiled some
statistics and data from my earlier research to coincide with
the launch of DoRight Dental’s new product, “SmileRight
Toothpaste.” Enclosed you will find the marketing plan and
advertising initiatives.
XYZ Advertising Presents
DoRight Dental
Creative Brief Overview

2. General Outline
Account Representative
Account Name
Product Description
Campaign Background
Campaign Purpose
Target Audience Profile
Demographics
Attitude and Behaviors
Special Considerations
Project Requirements
Media
Deliverables
Deadline
Creative Elements
Recommended Campaign Message/Slogan
Other Considerations
Must include/Must-not include

3. Account Representative
From all of us here at XYZ Advertising, we wanted to extend a heartfelt thank you in your on-
going commitment to excellence to combine using traditional media and new media/social
media for your new product “SmileRight Toothpaste.” It is with great pride that we showcase
this creative brief of all the previous compiled research .

4. Account Name
-DoRight Dental Company
-Launching a new targeted product called “SmileRight Toothpaste”

5. Product Description
According to Global Cosmetic Industry, oral care experienced modest yet stable growth from
2004–2009, chalking up a compound annual growth rate of 4% over that period. In fact, the
otherwise mature and saturated category registered only a slight dip in value growth to 4% in
2009, down from 5% the previous year. This was largely thanks to a continued push toward
value-added products as well as oral care’s enviable status as one of the most essential categories
within beauty and personal care.
What we know to be true
• Secondary oral care products are still not used regularly outside the most developed oral
care markets, but do have significant growth opportunities.
• For toothpaste, value growth has been driven by trading up to more value-added
products, such as whitening.
• Persuading consumers globally to trade up from basic products will be a key driver of
future growth.
• Mature age segmentation helps drives sales despite recession, as personal care becomes
prevalent.
• Oral hygiene recovers with sales up 8% thanks to specialized toothpastes, fresh breath
strips and tooth whitening products and growth in Eastern Europe and Latin America.

6. Campaign Background
Current state of product/service/business
The US oral care and hygenic market watched in recent years as widespread interest in oral
hygene in recent years due to significant sales (8%) in Western European,UK and Latin
American markets. By introducing value-added products to this expanding marketing, we hope
to increase market share with the strengthened US Dollar and demographic interest in oral care.
Consumer problem
Consumers still fear the dentist chair, that is true among all age groups, however shifting
concerns from health conscious to vanity is consuming a growing market share. The number of
cosmetic dentistry procedures performed in 2010 is estimated to have grown by 11% year on
year (Boyle.)
Competition
DoRight Dental will be competing among the hygiene market shares with Colgate/Palmolive,
Aquafresh, Arm and Hammer and Tom’s of Maine.

7. Campaign Purpose
The objective and goal is to introduce DoRight Dental Company as a viable brand for oral
hygienic needs, and garner at lest 15% of the market share with “SmileRight Toothpaste” to the
Generation X Hispanic, Female, socially conscious and technically savvy demographic.

8. Target Audience Profile
Demographic/Psychographic Generation X
Age 25-40
Sex F
Income level $40K+
Home-owner No
Ethnic Hispanic/Mixed
Marital Status No
Geographic Metro Cities/Eastern US
Employment Full time
Values Looks oriented
Buying Behavior Early Adopters
Attitude Usually first in line for new
gadgets and technology. They
receive news, entertainment and
function in society by their daily
use of technology.
Personality Compulsive
Lifestyle Brand loyalty

9. Generation X segment. Unlike the Baby Boomers, they are a tad bit younger and more
comfortable with technology, the majority in this group would be single, mixed race, I classified
females in this group, with a mid-range age, 25-40, probably divorced once or twice, single,
living in a modern day metropolis city, working full time. These are the folks that you see on
their smart phones at the DMV or standing in line at the airport, always connecting with Twitter,
or Facebook, never too far away from the days gossip and news. They would be classified as the
Early Adapters, these folks bought the first iPhone and were the first to share it with all their
peers.

10. Project Requirements
• Media 1: Targeted Email Marketing
• Deliverables: HTML email campaign with coupon codes and “SmileRight’s Tip-of-the-
day” showcasing new health/feature benefits when using Do-Right Dental products. Will
be exposing one targeted email per week for a special chance at a free product drawing
and coupon give-a-ways.
• Deadline: Email campaign will run for 6 weeks to test the open and engage rate among
viewers and subscribers.
• Media 2: Facebook Fan Page/YouTube channel showcasing “A Gorgeous New You by
SmileRight”.
• Deliverables: Create a colorful and engaging fan page for viewers to “Like” the brand,
upload videos of test subject consumers highlighting their positive reactions with
SmileRight Toothpaste. Each video asks the viewer a question, “How did YOU
SmileRight today?”
• Deadline: Video production runs subsequently with the Facebook Fan Page and both are
heavily engaged and updated with new content every third day, the campaign will run for
six weeks.
• Media 3: Mobile Campaign/QR packaging
• Deliverables: Design a simple QR code on all packages that leads the consumer to the
Facebook Fan Page, there they will be immediately engaged with other like-minded,

11. consumers. They can download the appropriate mobile app for daily tips on “SmileRight”
tips and a targeted pop-up game of positive messages of “Mirror, Mirror, on the Wall”
campaign.
• Deadline: This mobile campaign runs in succession with the entire campaign, six weeks
to measure and adjust its efficacy and engagement percentage.
Creative Elements
Pantone Reveals Color of the Year for 2012:
PANTONE 17-1463 Tangerine Tango
Also, as supporting colors:
Nouveau Neon
Very bright for a summer tone, this is one of the rare design themes to really explore the
yellows and oranges that can be found on the lighter side of the spectrum. But Pantone
mixes it with some berry pinks and a deep grape purple while keeping a sandy beige. It all
brings to mind picnics and cocktails on the beach.

13. Other Considerations
Must include/Must-not include
Must Include
Clear packaging advertising of “cruelty-free” or “not tested on animals”, highlight product and
advertising mission with reassurance of commitment to ethical and environmental causes;
engaging in profit-donations to global animal rights causes, and similar organizations. In
addition, pay close attention to packaging and maintain branding messages consistent with
“green”, organic, natural, safe, ethically conscious and effective.
Must Include
Think versatility in approaching this demographic. Enforce the channels of engagement through
special event placement, or holiday significance in the proposed campaigns; entice this group
with a special perceived value benefitting from the brand. Target specialized health and beauty
concerns as a forefront benefit. I suggest enlist a well known celebrity to help kick off the
campaign, like Sophia Vergara, for example. Someone to mirror a perception of beauty and
culture.
Must Include
Because this demographic is technically savvy and always on the forefront for new ways to
communication with peers, I suggest including a QR (QuickResponse) code on all of the
packaging, so that when a buyer takes the product home, they can quickly scan the barcode
which will take them to our Facebook fan page, then, they can become a fan, and there, they will
have access to digital coupons for 10% off of future purchases, they can also have access to the
blog, pictures, customer stories and contests. The customers are now engaged. This develops
base for further interactive marketing without legal issues, as they have initiated contact first.
Integration with media. Mobile advertising is no more feeling lonely. It’s now an integral part of
the marketing campaign.

14. Work Cited
Bainbridge, Jane. "Smiles Better." Marketing (00253650) (2011): 36-37. Business Source
Elite. Web. 17 Dec. 2011.
Boyle, Matthew. "Still The King Of Dental Care." Businessweek 4125 (2009):
48. Business Source Elite. Web. 17 Dec. 2011.
Briney, Claire. "Oral Hygiene Becomes Oral Vanity." Global Cosmetic Industry 173.4
(2005): 48-50. Business Source Elite. Web. 17 Dec. 2011.
Lennard, Carrie. "Smile -- Oral Care Market Set To Grow." Global Cosmetic
Industry 179.1 (2011): 26-28. Business Source Elite. Web. 17 Dec. 2011.
Images:
http://www.pantone.com/pages/MYP_mypantone/mypInfo.aspx?ca=75&pg=20946
http://designrfix.com/inspiration/color-trends-2012
http://thesarahharrisonchronicles.blogspot.com/2011/01/2011-year-of-rabbit.html
http://www.ileanacarrenodds.com/
http://www.allure.com/beauty-trends/blogs/daily-beauty-reporter/2011/08/5-ways-to-whiten-your-
teeth--f.html