My ticket to a career in marketing, advertising and public relations www.mapexpo.com.au

1. Stand out with a
3D White smile

2. Objectives for Today
• ORAL B BRAND
• 3D White Brief
– WHO
– WHAT
– HOW

3. P&G Oral Care
•21% global market share, #2 oral care player worldwide
•Market presence in over 160 countries
•Leader in US, Canada, Italy and Germany

4. WHO

5. WHO: Passionate
 It's all about appearance
and confidence
 The SMILE is the calling-card
 Externally focused and
out-going

6. Who am I?
• My Challenges
– I want everything to be perfect; I worry
about things going wrong in the future.
• My Role in the Family
– I am the brand ambassador for my
family
• Me vs. Others
– I am externally motivated.
• My Busy Life
– I have a full life and love it; it drives me
• Me Time is
– Just a moment by myself, for myself
• How I Feel Confident
– Being noticed and complimented.
– Being able to laugh out loud.
28%
Spends 108ix
Vs Rep
FR, UK, CH,
RU, MX

7. What does she want?
• I want a healthy and sparkling smile that people notice.
• I can’t give up my daily coffee, chocolate or glass or red wine (shhh… and the odd
cigarette!) but I know they’re staining my teeth and leave me with bad breath. I don’t
want to inflict that on other people.
• When my mouth isn’t the way I feel it should be, I have trouble being confident
• I want a product that whitens and removes stains, is fun to use, looks and feels great
and actually works so I’m not stressed out about interacting with people and can do
what I want.

8. Key Insights
• I am image conscious, not beauty conscious
• It matters to me what people think – at work, my family, my friends,
strangers I meet… you don’t get a second chance to make a first impression
• Of course I check my reflection in a shop window – if something is
wrong/out of place, I need to see it before anyone else does
• I want to look like I take care and that I do care
• I am my family’s brand ambassador
• I feel confident when I am able to laugh out loud
• I believe that beautiful products and a beautiful process are part of a
beautiful outcome (and that includes my bathroom – my beauty sanctuary)

9. Digital behaviour
Beauty Digital Influencers
• Twice as likely to find and share information
on line
• Evangelists – talk up the category, advocate
products, brands, tips
• Activated to go online by offline triggers
(WOM / magazines / TV advertising)
Beauty advisors for their social network –
share opinions, tips…
• Will share: web sites, blogs, discussion
boards, chat rooms
• Might share: company/product sites

10. WHAT

11. 3D White Product Range
Radiant Mint Toothpaste
• Removes up to 80% of surface stains in 14 days
for a whiter smile
• Patented dual-action silica system helps polish
away surface stains to gently whiten teeth
White Strips
• Delivers professional-level whitening - Contains
hydrogen peroxide (10%), the same enamel-safe
ingredient that dentists use
• advanced adhesion to fit every person’s unique
smile, simple to apply and remove
Whitening Rinse
• Triple-action formula with Hydrogen Pyroxide.
Vivid Brush
• Cleans and whitens by removing surface stains

12. HOW

13. Communication Idea
Stand out with a
3D White smile

14. EXPLOSIVE HOLISTIC PLAN FOR AUSTRALIAN
LAUNCH TO MAKRET
• SUPERIORITY
• CREDENTIAL
• NEWNESS

15. Why a celebrity ambassador?
 Breaks the category rules / norms – no oral care brand in Australia has
aligned with a very high profile celebrity ambassador
 Disrupts category inertia – delivers cut through to tackle consumer
complacency in the category
 Scale – celebrity involvement creates a sense of scale, size and
importance of the launch
 Media appeal – working with a celebrity ambassador unlocks media
opportunities that otherwise may not exist for an oral care brand –
extending campaign reach and ROI
 Strong influence – provides a great credentialing opportunity if the right
person is identified with a close fit to the brand / product

16. Deliverables
Address the Trial Barriers
Celebrity Ambassador / Credentialing
Holistic Communications Response
(PR/Media/Shopper Marketing) that takes the
consumer on a path to purchase

17. Assets
TV (15 sec, 30 sec featuring Shakira)
Print, POS, Digital (featuring Shakira)
PR (no access to Shakira)
Social Media (currently have a Facebook page,
but open to launching other digital platforms)