April 7, 2015 By: Laura Gatlin

THE CREATIVE BRIEF

Backgrounder

The brand Colgate currently holds a vast market share due to its diverse product line featuring many different formulas of toothpaste and other oral hygiene products. Currently, the brand is in need of repositioning in order to reinforce a stronger bond and to increase Colgate’s brand appeal with its current consumer base. This image advertising based campaign will be an excellent opportunity to showcase Colgate in a new light, with the hopes of relaying a new message that will instill new values and beliefs into the viewers which will ultimately influence consumer buying decisions.

I. PROJECT DESCRIPTION.

Project – Colgate Creative Brief: “A Healthier You” campaign.

This Creative Assignment is designed to reposition the brand Colgate toothpaste with an emphasis on consumer oral health and its relationship to overall health. After viewing, existing consumers will be able to associate the awareness of how oral health plays a major role in total, overall health and well-being. As a strategy tactic, we will then convert this awareness into familiarity with the prospects of creating consumer awareness that links oral health with overall health.

Commercial spots and print ads featuring the tagline of “A Healthier You” will be designed to create brand associations with focus on the importance of how Colgate promotes oral health, which is vital to complete, overall health (or your family’s overall health). The tagline is based off of the direct result the consumer gains while using the product.

A key insight to consumer beliefs in which executions can be based on are that oral health = good overall health. As soon as we showcase these two relationships the consumer will be able to see the “big picture”; that Colgate cares about your health. Part of Colgate’s core values are that Colgate wants to protect your family and keep you healthy. At Colgate, “we care.” And at Colgate, “A Healthier You” is possible!

The factors that will keep expectations high on the part of our targeted existing consumers over the long term are: Colgate is a trusted brand with many quality products that ensures your oral health contributes to your overall health. Additionally, this campaign will briefly show several different formulas of Colgate, with a special emphasis on the Colgate Total Line of toothpaste. The panning (showing) of the different lines of toothpaste during these commercial spots (including children’s toothpaste) will show the consumer that Colgate understands that people have different needs and preferences in a toothpaste. During the commercial spots, a Voice Over will mention the fact that Colgate was the first and only brand to offer consumer’s 12 hour

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protection in a toothpaste with their Colgate Total line, contributing to excellent oral health technology. This is clearly an advantage Colgate holds over the competitors.

II. DESCRIPTION OF TARGET AUDIENCE.

Who is your customer today? Today’s Colgate customers are budget-conscious “multi-taskers.” This large group of individuals has a primary desire for products that contribute to their personal aesthetic appearance – such as teeth whitening – and they are also health conscious. This group is primarily includes middle class families both with and without children living in the home to baby boomers and senior citizens. Any consumer who is looking for quality oral care products is the Colgate customer. Colgate is part of these consumer’s lives when used twice a day.

Who should it be tomorrow?Tomorrow’s Colgate target audience is one who knows the importance of health via preventative measures, and can identify the link between good oral health and total, overall health. This educated and informed consumer base is proactive when it comes to their healthy lifestyle choices.

As a brand, Colgate needs to start implementing research and data into their ads, such as health statistics that start with oral health and how it directly impacts overall health. This will empower the consumer, increasing brand awareness and associating Colgate with the familiarity of total, overall health.

This campaign strategy is based on the fact that for the first time in history, Colgate’s target audiences (specifically, baby-boomers and seniors) are living longer. Their oral health has a direct relationship to their overall health, and their overall health directly impacts their quality of life. This campaign will make Colgate as a brand a “hero” in the eyes of the consumer.

III. BRAND EQUITIES.

Colgate has many brand equities, especially when it comes to affordable oral health products that leave consumers with a clean-feeling, brighter smile. Colgate is part of American tradition, with several generations that are familiar with the brand.

Colgate is a reliable source of a wide array of different toothpastes, oral rinses, toothbrushes and floss. Whatever the consumer needs or desires for their oral care routine, Colgate has a product for just for them.

a. Tactical advertising to include :15 & :30 second TV commercial spots, an updated website to feature new campaign “A Healthier You,” Internet banner ads and location/retail promotional signage; including shelf and end-cap displays and pop-outs (as needed).

b. Promotional advertisements and items are to include the traditional Colgate logo, a display of several different formulas shown during commercial spots (showing viewers

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that they have options) and also the fact that Colgate products contribute to a person’s overall health.

c. The strategic platform is to bring public awareness of the company’s recent image advertising that is based with a Colgate smile and good, overall health with the use of data and statistics on oral health and how it relates to other health risks (such as the direct relation to gingivitis and heart disease). This data will be provide and included in our commercials and print ads by the American Dental Association (ADA). Colgate contributes to a person’s overall health. This is something that the competition can’t claim.

IV. COPY STRATEGY.

Benefit Statement. “What’s in it for me?” Features v. Benefits

The overall identity for Colgate is options and choices. Regardless of which Colgate product a consumer chooses, they all contribute to better oral health which equals to “A Healtheir You.” Colgate offers a longer lasting clean, which keeps bacterial levels down longer, thus preventing dental carries (cavities) and other oral diseases like gingivitis (that if left untreated can further develop into periodontal disease).

The benefits of using Colgate vs. Crest is that Colgate is the more logical choice because Colgate understands that oral health leads to a better quality of life (especially with the Colgate Total Care line). This is why Colgate is the more logical choice.

Reason Why/Support. Permission to believe?Colgate is familiar. Everyone has either seen or purchased a Colgate product at some point in their lifetime. Colgate is known for providing a clean, fresh feeling at an affordable price. Colgate will continue to stay strong as they hold their place in American history as a classic, go-to brand. The next step is this “A Healthier You” campaign which will now provide clinical research and data to shift consumer’s focus on oral health and how it may contribute to larger, riskier health problems.

Brand Character. What is the Brand’s personality? (A friend - wife/mom)The brand personality is a smart, informed, middle-class female with children in the household. She’s witty, and she’s concerned with her children’s oral health as well as her own and her husband’s. She wants nothing but the best for her loved ones. This is the Colgate consumer. Imagine a mid to late thirties female. She just finished brushing with Colgate. She places her toothbrush back into the holder and she looks up into the bathroom mirror and catches herself in her own reflection. She gives herself a big smile because she knows that she chose the healthier, better toothpaste - Colgate.

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V. CONSUMER INSIGHTS.

Colgate is believed to be the classic go-to toothpaste brand. What better way to reinforce and associate the brand’s accomplishments through years of research and development to bring a longer lasting clean that contributes to a better overall health?

The agency should stick to showcasing Colgate as a wholesome, healthy family brand. Avoid things such as violence and any sexual references. Additionally, the ease of use and the importance of using the brand twice a day will provide overall better health as a result. This campaign will be a direct approach that shows the products being used by different people in different stages in life.

VI. MANDATORY EXECUTIONAL ELEMENTS.

The “mandatories” include data displayed during the commercial spots regarding oral health risk factors and statistics which can contribute to larger health problems will be shown in this new “A Healthier You” campaign. Data sources will be displayed in small print at the bottom of the screen. Additionally, the words “when used twice daily” will be displayed in small print at the bottom of the screen when such claims are made regarding oral health and the links with overall health. The traditional Colgate logo will be used, with the new tagline “A Healthier You” displayed at the end of the commercial spot.

Other promotional pieces can include an free online quiz offered on the Colgate website aimed at educating the public of oral health risk factors, and if left untreated, can develop into larger, more serious risk factors. Shelf space “pop –outs” in retail locations can feature tagline and a QR code, directing viewers to the Colgate website.

VII. TIMELINE.

Summer, 2015. (3+ months, per client’s request)The campaign will be launched nation wide on network and cable television beginning Memorial Day weekend (Friday, May 29th, 2015). Immediately prior to TV spots airing, all retail locations are to display the promotional material in store. Print ads and other out-of-home advertisements will be scheduled to display at the start of Memorial Day weekend, 2015. Banner ads will display on various websites including but not limited to social media (Facebook, Twitter, etc.) Radio spots can also be used. The campaign will end after Labor Day weekend (September 1st, 2015). Website updates featuring the “A Healthier You” promo and manufacturer’s coupons will also take place at the beginning of Memorial Day weekend, 2015.

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