Presentation I did for Colgate at Y&R for my Advertising 210 - Understanding Client Objectives

1. ADRIENNE ANDAYA

3. >> COLGATE is the household name for oral products
>> Marketed to mums initially, who bought for their families
>> Known for the best alternative for “oral care”
>> Developed another product to reach young adults
>> Products that have been developed to have
oral protection + fresh breath

4. >> A new product development which is an oral care
chewing gum
>> The new product will have unique oral care
benefits, along with trusted brand equity

5. >> Young, thriving, working professionals
>> Don‟t have time to brush their teeth
>> Busy lifestyles – often stressed, uptight, moody
>> Would rather spend time on other things than brushing
their teeth
>> Cannot afford the time to maintain optimal oral health

6. >> Colgate sees this as an opportunity to offer a
convenient time-saving supplement to regular brushing
>> Establish itself as the “authentic” oral care
chewing gum among young consumers

7. >> This new gum contains liquid calcium
to strengthen teeth and special cooling
crystals for lasting fresh breath

8. >> logo, tagline, the product, and short body copy re-
emphasizing reasons to believe

9. >> As a internationally known brand, our aim is to go
on
a global expanse, with the initial steps of reaching out
to the local market, which is here in Hong Kong
>> use “GLOCALIZATION” approach
Think globally. Act locally.

10. >> To be discussed

16. COMPETITION OF EXISTING BRANDS:
>> Eclipse Mints (by Wrigley‟s)
>> Extra (by Wrigley‟s)
>> Airwaves (by Wrigley‟s)
>> Double-Mint (by Wrigley‟s)
>> Mentos

17. REASONS WHY THEY CHEW GUM/EAT MINTS:
>> Keeps people awake
>> Have good smelling breath
>> Supplements to brushing teeth
and prevents tooth decay
>> Freshens breath

21. BIG IDEA?

22. „freshness‟

23. „freshness‟

24. „fresh‟

25. FRESH?

26. ACCORDING TO THE OXFORD ENGLISH DICTIONARY:
1. Not previously known or used
2. (Of the wind) Pleasantly clean and cool
3. (Of a person) full of energy and vigor
4. Attractively youthful and unspoilt

27. ACCORDING TO THE URBAN DICTIONARY:
1. The sense of seeing something brand new
2. Highly approved by someone
3. Cool, in style (in relation to clothes,
cars and bling)
4. Very good or “fly”, swagger

28. CONNECTION?

29. >> Fresh as a pun for both the experience of the gum and the
lifestyle
>> Fresh as “clean and new” – relates to the “oral care”
aspect that Colgate tries to promote
>> Fresh as “full of energy and vigor” – relates to the freshness
and coolness of breath
>> Fresh as “cool, brand new, fly in style” – relates to the
keeping up with the current, latest trends in the media

30. resonate and relate

32. >> ZEST (quality of excitement or piquancy)
>> TONIC (feeling of vigor or well-being)
>> NIP (short for ‘nippy’, which means chilly)
>> VIBES (transmit or give out a feeling or
atmosphere; enjoy oneself by listening to or dancing
to popular music)
>> ZING (syn. to ‘zest’ – means enthusiasm,
liveliness, energy)
>> VERVE (syn. to ‘tonic’ – means spirit, vigor,
enthusiasm)
>> SPUNK
>> TANG

33. „vibes‟

35. “Tap into the fresh”
“Get into the fresh”
“Break the Ice”
“Get drenched in fresh”

36. “Get into the fresh”

38. sleek, modern

44. compact, easy to
carry, and not bulky

48. >> Individual packs of VIBES gum will be sold at
local convenient stores such as 7-Eleven, Circle K,
and in supermarkets such as Taste, CitySuper, ParkNShop,
and Wellcome
>> Placed near the refreshments and drinks section
to reiterate „get into the fresh‟ idea

49. >> These dispensaries are much more slim
than the vending machines and placed in MTRs or Bus stops
>> Will also be sold to company offices, clubs, etc.
>> The idea of placing it in areas where
people go for “refreshments” such as going
to the toilets in restaurants or clubs, at the
company office lobby, etc.

51. SELECTION

68. lead
to social
website.

74. extension

75. who they are
what they need…