This creative brief is for an advertising campaign for Cavy-Max Whitening Toothpaste, a brand that uses natural ingredients and sustainable practices. The objective is to introduce Cavy-Max as an alternative to major toothpaste brands and have consumers question what is really in other toothpastes. The campaign will target 25-50 year olds making over $60,000 who care about health, the environment, and products that give meaning. The tone will be informative but honest.

1. ADVERTISING ASIGNMENT # 02
SUBMITTED TO: SIR JAMI MOIZ
SUBMITTED BY: MUHAMMAD SALMAN ABID
ERP 06700
NOVEMBER 5, 2014

2. pg. 1
Trans-Media Creative Brief of Tooth Paste
Product Title: Cavy-Max Whitening Toothpaste

3. BACKGROUND / OVERVIEW
Toothpaste is a difficult industry to compete in and has become an after-thought product for
many. Consumers tend to purchase based on price, as little variety based on product features
exist between brands.
Cavy-Max Whitening Toothpaste uses all natural ingredients and sustainable practices. The idea
that no artificial ingredients are found in Cavy-Max Whitening Toothpaste is part of their heritage
and current mission.
The advertisement will be talking to people searching for wholesome products. What we want
to say to them is that Cavy-Max Whitening Toothpaste uses natural ingredients, so you’ll always
know what’s in the toothpaste.
CURRENT THOUGHTS ON PRODUCT in the marketplace
People currently think that Cavy-Max Whitening is a secondary brand with nothing special to
offer in comparison to other toothpaste brands.
Consumer Insight
 I want a brand I can trust my family’s dental hygiene with
 I want a toothpaste that is effective not expensive
 I want a toothpaste that refreshes and brightens my day
WHAT IS THE OBJECTIVE, THE PURPOSE OF THE AD?
pg. 2

4. The purpose of the advertisement is to introduce Cavy-Max Whitening Toothpaste as an
alternative toothpaste brand. Also we want to have consumers questioning the validity of other
major toothpaste brands based on their product features and claims .
WHAT DO WE WANT TO SAY?
Toothpaste is something we put in our mouth every day. Shouldn’t we know what’s really in it?
WHAT ARE THE SUPPORTING ‘REASONS TO ACT OR
BELIEVE?’ (rational/emotional)
Cavy-Max Whitening toothpaste uses all natural ingredients, not harmful artificial chemicals.
pg. 3
– It’s Hot gel kills bacteria
– It’s Cold gel gives freshness
Cavy-Max also uses sustainable practices caring not only about the environment but about you.
TARGET AUDIENCE: WHOM ARE WE TALKING TO?
Our target is 25-50 year old male and females, making around 60,000+ a year. They care about
their surroundings, environment and effect on both.
They enjoy being healthy but don’t always have the time to look into minute details. Their
purchasing behavior is sometimes based on price or whatever is most convenient. They enjoy
products that give their selves or actions meaning.
Messages: Features, Benefits and Value
Results in 7-days guaranteed or your money back. A clinical study shows cavy-Max whitens
teeth 224-percent more effectively than the leading brands of whitening toothpaste.

5. Additional Information
Cavy-Max removes all stains caused by coffee, tea and tobacco. Regular use of Cavy-Max protects
teeth from future stains. No harsh abrasives or chemicals that cause irritation. Order by phone
or on the website. American Dental Association (ADA) approved.
Deliverables/Trans media
With the help of new ad, social media marketing and 3600 campaign the mind of the former
customers of family toothpaste will be refreshed and they will buy toothpaste again.
Because of its concept it will relate to the viewers with its family settling like brushing their teeth
together is equivalent to family bonding.
pg. 4

6. TONE?
The tone is informative but honest.
pg. 5