Colgate is proposing a new marketing campaign called "Bright White" to promote their new whitening toothpaste. The 3 month $400,000 campaign will target English speaking Canadians aged 25-54. Key channels include out of home advertising for broad awareness, radio for frequency, digital for interactivity, and print in trusted publications. Research found competitors dominate search and social media, while Canadians spend significant time on mobile and watch TV daily, presenting channel opportunities. The strategy aims to move consumers through awareness to advocacy of the new formula.

1. Colgate Media Proposal
“Bright White”
Presented by:
Adellys Gonzalez
Cassia Paz
Hoang Le
Erfaneh Rahimi

2. The Brief
“A great brief is the first step in really nailing what your client needs.”
- Daniel Ward-Murphy

3. Media Brief
Campaign: Colgate Bright White
Objective: Building awareness of the new Colgate whitening toothpaste
Campaign Message: “Bright White”
Target Audiences: Aged 25-54, Living in Canada, English speaking only
Timeline: March 18th – June 30th, 2019
Budget: $400,000

4. Insights
“There is nothing so terrible as activity without insight.” - Johann Wolfgang Goethe

5. Industry/Competitive Insights
Source: Euromonitor International - Oral Care in Canada, May 2018.
29%
26%
20%
5%
2%
19%
Brand shares of toothpaste in Canada 2017
Crest
Sensodyne
Colgate
Arm & Hammer
Aquafresh
Others
In 2017, oral care in Canada remained a highly competitive industry, especially
in toothpaste category with the three leading players accounting for an 75% of
brand shares.
Oral care recorded current
value growth of 3% to reach
sales of 1.1 billion in 2017.
Be dominated by four large
companies, including P&G,
Colgate-Palmolive, Johnson &
Johnson, and GlaxoSmithKline.
Expected to reach sales of
1.2 billion in 2022.

6. Industry/Competitive Insights
Only two of four leading toothpaste brands have brand presence on
Social Media, but not heavily invest on.
Source: Crest & Colgate Social Media channels

7. Industry/Competitive Insights
80%of consumers used a search engine when
looking for information about brand or local
businesses.
Source: Google Search data
Our competitors are now always-on
presence on Search!!

8. Industry/Competitive Insights
28%
Nearly 1/3 of all digital
spending is on Mobile
51.70%46.50%
1.8%
Search
Display
Others
More than 1/2 Mobile
ad shares is Search
Mobile Ad spending shares in
Canada 2018
Digital spending shares in
Canada 2018
Source: eMarketer-March 2015

9. Industry/Competitive Insights
Source: eMarketer-Oct 2015
66%Digital display ad
spending in Canada
2017 was
Programmatic
Programmatic
Buying is the FUTURE

10. Target Insights
Visit dentists
at least
once a year
Brush teeth
twice or
more a day
Look for oral
care
products with
innovative
features and
benefits
Look for
efficient, but
reasonably
priced tooth
whitening
product
Be aware of
oral health
and oral
appearance
Well informed
about cosmetic
dental
treatments

11. Source: CMDC-Media Digest 2017 | We are social-Digital 2018 in Canada |Vividata-l2016 Q1 Readership & Product Database
Media Consumption Insights
3hrs
Watching TV daily
2.5hrs
Listening to Radio daily
52%
Reads local community
Newspaper weekly
70%
Reads the last issue of
one Magazine
72%Are reached by OOH within
half-hour before making
purchase
2hrs
Spending on Social
Media daily
1hrs
Watching Online
Video daily
3.5hrs
Spending on
Mobile daily

12. Target Profile
“The aim of marketing is to know and understand the customer so well the
product or service fits him and sells itself.” – Peter Drucker

13. Target Audience|Persona
Source: Vividata-2016 Q1 Readership & Product Database | Comscore-Demographic Profile Oct 2018 | CMDC-Media Digest 2017 | We are social-Digital 2018 in Canada |
Most visited sites Most read newspapers Most read magazines
Social Daily Usage
72%74% 31%37% 24%
Device Usage
78% 74% 58%
Media Habits
Watches TV average 3hrs per day
Listens to Radio average 2.5hrs per day
Watches Online Video average 1hrs daily
CV
Demographic
Age 25-54
ON, BC
Income 40K +
Single/Married
Sarah
Behaviours
72% are reached by OOH before
purchasing
52% reads local Newspaper weekly
Brush teeth twice
or more a day
Visit dentists at
least once a year
Look for efficient,
but affordably
priced whitening
toothpaste

14. The Strategy
“Focus on the right message for the right people at the right time.” – Russell Glass

15. Consumer Journey
AWARNESS INTEREST CONSIDERATION PURCHASE ADVOCACY
CSM Touch
CV CV CV CV CV
Being aware of the
brand and product
that can meet their
specific need(s).
“Colgate Bright White
new formula looks
good for my teeth.”
Gaining interest from
the brand through
media.
“Amazing! It looks the
new formula really
works. Never knew
that my teeth could
be whiter like that.”
Actively
searching product
information and
comparing between the
other products.
“Maybe I should buy it,
but let me compare it
with the other products.”
Going to stores/
Supermarkets to buy.
“Reasonable price for
such amazing
benefits, prompt me
to buy in store.”
Commenting and
sending feedback
about their
experience.
“I’ve been using
Colgate Bright White
for one week and the
results are amazing.
My teeth are whiter
and brighter”.
Out of Home
Print
Broadcast (Radio)
Digital

16. Channel Recommendations
Out of Home DigitalPrint
- Trustworthy publications
by the target.
- Opportunity to target
local target audiences.
- Increases consideration.
- High quality production
and variety of formats.
Rationale
Tactics
- Drives huge awareness
- Opportunity to target
mass audiences.
- High frequency and
brand impact.
- Reaches audiences on-
the-go.
- Always on presence.
- Huge targeting capability.
- Cost effective, flexibility,
and easy measurement.
- Build consumer
engagement and
interactivity.
Broadcast (Radio)
- Opportunity to target
audiences, time, and
content.
- High frequency.
- Flexibility to run on.

17. Flighting Recommendations
Oct
2019 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Mar MayApril June
Out of Home
Broadcast (Radio)
Digital
Print
Launching day
Mar 18th
Oral month
Good Friday & Easter Monday
from Apr 19th - 22nd
Victoria day May 20th
Print

18. Thank you!