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Stand out with a 
3D White smile
Objectives for Today 
• ORAL B BRAND 
• 3D White Brief 
– WHO 
– WHAT 
– HOW
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
WHO
WHO: Passionate 
 It's all about appearance 
and confidence 
 The SMILE is the calling-card 
 Externally focused and 
out-going
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
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.
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)
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
WHAT
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
HOW
Communication Idea 
Stand out with a 
3D White smile
EXPLOSIVE HOLISTIC PLAN FOR AUSTRALIAN 
LAUNCH TO MAKRET 
• SUPERIORITY 
• CREDENTIAL 
• NEWNESS
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
Deliverables 
Address the Trial Barriers 
Celebrity Ambassador / Credentialing 
Holistic Communications Response 
(PR/Media/Shopper Marketing) that takes the 
consumer on a path to purchase
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)

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Emma Pechey (Communications Manager, Procter & Gamble)

  • 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)

Editor's Notes

  1. Other markets have used Shakira, Giselle