CREST TOOTHPASTE Healthy, beautiful smiles for life A Creative Brief by Rebecca Dowd Connor Capps Holly Weddle ( Crest News, 2015)
EXECUTIVE SUMMARY TABLE OF CONTENTS PAGE 4 PRODUCT SUMMARY PAGE 5 TARGET AUDIENCE PAGE 6 FEATURES & BENEFITS PAGE 7 CURRENT BRAND IMAGE Our mission was to understand the brand Crest and its product Crest Pro-Health toothpaste. This creative brief proposes alternative ideas on how to make the product more beneficial for consumers. In order to execute these concepts, we gathered information from the Crest website, AdAge, Mintel, and our own primary research reports to support our claims. We found out that Crest is now the leading brand of toothpaste in the United States beating out its top competitor Colgate. PAGE 8 DESIRED BRAND IMAGE PAGE 9 DIRECT & INDIRECT COMPETITORS PAGE 10 ETHNOGRAPHIC RESEARCH SUMMARY PAGE 11 ADVERTISING GOAL PAGE 2 STRATEGIC MESSAGE PAGE 13&14 REFERENCES PAGE 2 PAGE 3
PRODUCT SUMMARY TARGET AUDIENCE The Oral hygiene industry seeks to help individuals care for their teeth and gums by protecting from cavities, gingivitis and tooth decay. Crest has been a leading company since 1955 in oral health. Crest Pro-health toothpaste gives consumers a protection against tartar build up and cavities and helps with refreshing breath ( Crest Heritage, 2015). Crest was developed from Proctor & Gamble in the 1940s when it began researching ingredients to reduce tooth decay. It paired with Dr. Joseph Muhler at Indiana University and developed toothpaste that included fluoride, which resulted in a 47 percent reduction in cavities and tooth decay. Crest hit the market in 1955 and by 1962 the American Dental Association confirmed that the Crest toothpaste prevented tooth decay and Crest became the leading tooth paste in the United States. The American Chemical Society recognized Crest toothpaste as one of the 100 greatest inventions of the past 100 years ( Crest Heritage, 2015). Demographics Crest targets Americans of all ages and genders but it is evident that out of 2,000 females tested 68 percent of them bought and used Crest this year (Oral Care-US, 2014). Only 60 percent of males have bought and used Crest this year. Through its ads about beautiful and white smiles it tends to reach more females than males, but it has a high audience in both genders. Many women spend their money on health and beauty products and prefer the toothpaste that will lead to the whitest teeth (Oral Care-US, 2014). After 2,000 people between the age of 18 to 24, 64 percent of them have bought and used Crest in the past year. Crest reaches a middle age demographic because kids tend to use whatever toothpaste their parents use and do not start buying their own until they are 18 years old. Customers in this age group are concerned with the health and look of his or her smile and tend to spend more money on toothpaste that contains fluoride (Oral Care-US, 2014). Today Crest is working towards insuring full-body wellness and through its research they realized that Triclosan should not be included in toothpaste. Today all Crest Pro-Health toothpastes are triclosan free. Crest continues to be the number one selling toothpaste in the United States and complies with all rules and regulations from the Food and Drug Association. Crest is passionate to make sure its clients have perfect oral health so that everyone can have a healthy and beautiful smile ( Crest Heritage, 2015). Psychographics Crest has a valuable customer base because generations have adapted to using Crest. Their parents bought it and it is a loyal brand that has been around since 1955 ( Crest Heritage, 2015). The Crest customers value a beautiful, white smile, which in return benefits a healthy lifestyle ( Crest Heritage, 2015). Through different reviews on the Pro-Health toothpaste, it is evident that Crest customers appreciate the reduction in sensitivity and gingivitis after using the toothpaste. PAGE 4 PAGE 5
FEATURES & BENEFITS BRAND IMAGE CREST PRO-HEALTH TOOTHPASTE Protective cap- Easy to use which keeps all the toothpaste in the tube in order to avoid messes ( Crest Toothpastes, 2015). Attractive small packaging (4 oz.)- Designed to sit on bathroom counter without taking up a lot of space. Crest is the leading toothpaste brand in the United States beating out its competitor Colgate. Crest is a brand that has continually pushed to effectively improve oral health since it entered the market in 1955 ( Crest Heritage, 2015). It has been Crest s vision to lead the way in a pursuit of perfect oral health so that its consumers can have a beautiful healthy smile for life ( Crest Heritage, 2015). People have chosen Crest toothpaste since 1955 because it provides consumers with the best oral hygienic products. Crest provides branded products and services as well as superior quality whose purpose is to improve the lives of its consumers. Fluoride - Helps strengthen weak spots and prevent tooth cavities ( How to Brush Your Teeth, 2015). Whitening - Crest Toothpaste has an 80 percent decrease of surface stains in only 14 days ( Crest Toothpastes, 2015). Dual action - Protects against gingivitis and cavities, which gives consumers healthy teeth and refreshing breath ( Crest Toothpastes, 2015). ( Crest Toothpastes, 2015) PAGE 6 PAGE 7
DESIRED BRAND IMAGE DIRECT COMPETITORS Crest s goal is to continue its current brand image as the number one toothpaste product in the United States. It took almost 10 years and 2 billion dollars in advertisement spending, but Crest has managed to beat its main competitor Colgate. Crest seeks a brand image that promotes a healthier mouth and a brighter smile. Crest bases its company and producton five major course strengthens ( Crest Products, 2015). These strengths inclue: Consumer Understanding Uncovering the unarticulated needs of consumers Innovation Translates consumer desires into products Brand-Building P&G brands are among the world s best known houshold names Go-to-Market Reaches retailers and consumers at the Capabilities right place and time Scale Drives efficiency and consumer value ( Colgate, 2015) ( Sensodyne Products, 2015) ( Aquafresh Toothpaste, 2015) Colgate Colgate is an oral hygiene product line of toothpastes, toothbrushes, mouthwashes and dental floss. Colgate s priority is the safety of its products and the distinctive health benefit its products provide in fighting plaque and gingivitis ( Colgate Products, 2015). Sendodyne Sensodyne toothpaste is the dentist recommended toothpaste for sensitivity, offering a range of specifically formulated toothpastes. Sensodyne toothpaste works to relieve tooth pain due to sensitive teeth and provides lasting protection all day, each day when used as directed ( Sensodyne, 2015). Aquafresh Aquafresh is a brand of oral healthcare products that provides toothpastes and oral care products for healthy gums, strong white teeth, and fresh breath ( About Aquafresh, 2015) INDIRECT COMPETITORS ( Listerine Products, 2015) Listerine Listerine is a brand of antiseptic mouthwash products. It is promoted with the slogan Kills germs that cause bad breath, ( About Listerine, 2015). ( Oral B Floss Products, 2015) Oral B Floss Oral-B floss is recommended by more dentists than any other brand. Oral-B floss slides up to 50% more easily in tight spaces, and there s a dental floss in the Oral-B family for every need from everyday cleaning to getting around braces and dental work ( About Oral B, 2015). PAGE 8 PAGE 9 ( RembrandT Whitening Products, 2015) Rembrandt Advanced Whitening Strips Rembrandt was the discoverer of cosmetic dentistry and whitening pioneer. The goal of Rembrandt was to provide consumers with effective whitening power that would help fix the stains and scratches on their teeth. Even though the category has grown over the years, unlike other whitening brands, Rembrandt still stays single-mindedly focused on teeth whitening ( RembrandT History, 2015).
ETHNOGRAPHIC RESEARCH ADVERTISING GOAL Holly, Rebecca, and Conor watched six students from the University of Kansas between the ages of 20 through 22 brush their teeth with Crest Pro-Health toothpaste. We watched each student in his or her own bathroom at their house through the week of April 14 through April 18. We focused on the order of his or her routine, how much toothpaste he or she used, the amount of time he or she spent brushing and where and how he or she stored his or her Crest toothpaste. Product Usage Each Participant took out his or her toothpaste from the top shelf of their cabinet or the drawer next to their sink. Each participant had different toothburshes ranging from Oral B, Crest, and Colgate. All of the particpants had plain manual toothbrushes. He or she each put their toothbrush under the faucet before putting the Crest toothpaste on their teeth and brushing. After getting the toothburshes wet he or she squeezed out toothpaste along the whole surface of their toothbrush. Some participants varied the amount he or she squeezed out between a dime sized and a quarter size. Each participant spit out the toothpaste, rinsed with water, and wiped his or her mouth on a towel in their bathroom. Each participant spent a different amount of time with the toothbrush in his or her mouth. Some were quick and less than a minute while others spent up to four minutes brushing. The participants were not paying close attention. They showed habitual and routine reactions to using this product. Crest is a brand that has continually pushed to improve oral health. Crest is among the most trusted household brands, a value reinforced by the continued recognition of its products by the American Dental Association ( Crest Heritage, 2015). The advertising campaign that launched the Crest brand has become one of the most memorable campaigns in marketing history. Crest has expanded its advertising efforts beyond the product to highlight the brand s commitment to promoting good oral health worldwide. Ethnic and interactive marketing have both received increased attention. Due to the growing presence of interactive media and social networks, consumers have greater access to the media than ever before, allowing them to choose when, where, and how to engage with advertising and information. To adapt to this new marketing landscape, Crest has pushed to the forefront of the influencer marketing trend. Influencer marketing grows the brand by working with a variety of influencers to increase the believability of product claims and insert products into consumers everyday lives in meaningful ways. Crest s dream is to lead the way in passionate pursuit of perfect oral health so that everyone can have a healthy, beautiful smile for life. Discussion We learned that it is a daily routine that everybody has but each participant has personalized the routine and has small individual tendencies. We were surprised that four out of the five participants parents also use the same toothpaste as them. The participants tend to buy what her or she grew up with in their families home. Personal hygiene was each participant s motivation for using this product and he or she chose Crest specifically because they like the clean feeling they get in their mouth, along with the taste it leaves them with. The participants stay loyal because their parents use it but also because of the tube and cleanliness characteristics that is possesses. Each participant used the same steps throughout their brushing routine with small differences or tendencies regarding time and amounts. PAGE 10 PAGE 11
STRATEGIC MESSAGE REFERENCES About Aquafresh. (2015). Aquafresh.com, Retrieved Online on 2015, April 28 from: https://www.aquafresh.com/faqs.html About Listerine. (2015). Listerine.com, Retrieved Online on 2015, April 28 from: https://www.listerine.com/about About Oral B. (2015). Oralb.com, Retrieved Online on 2015, April 28 from: http://www.oralb.com/about/ Crest is committed to building on its history of developing innovative oral care products that meet the needs of consumers around the world. As a trusted leader in oral health, our group wants people to know that Crest is for any and all types of consumers. Anyone who is looking to improve or maintain excellent oral health or desires to uphold a beautiful smile for life is welcome in the Crest family ( Crest Heritage, 2015). Aquafresh Toothpaste. (2015). Aquafresh.com, [Image] Retrieved Online on 2015 April 28 from: https://www.aquafresh.com/products/toothpaste.html Colgate. (2015). Colgate.com, Retrieved Online on 2015, April 28 from: http://www.colgate.com/app/colgate/us/homepage.cvsp Colgate Products. (2015). Colgate.com, [Image] Retrieved Online on 2015, April 28 from: http://www.colgate.com/app/cp/us/en/oc/products.cvsp Company Core Strengths. (2014). PG.com, Retrieved Online on 2015. April 28 from: http://www.pg.com/en_us/company/core_strengths.shtml Crest Heritage (A). (2015). Crest.com, Retrieved Online on 2015, April 13 from: http://www.crest.com/about-crest/crest-heritage.aspx Crest Heritage (B). (2015). Crest.com, [Image] Retrieved Online on 2015, April 13 from: http://www.crest.com/about-crest/crest-heritage.aspx Crest Toothpastes (A). (2015). Crest.com, Retrieved Online on 2015, April 13 from: http://www.crest.com/crest-products/crest-toothpastes.aspx Crest Toothpastes (B). (2015). Crest.com, [Image] Retrieved Online on 2015, April 13 from: http://www.crest.com/crest-products/crest-toothpastes.aspx How to Brush Your Teeth. (2015). Crest.com, [Image] Retrieved Online on 2015, April 13 from: http://www.crest.com/dental-hygiene-topics/how-to-brush-your-teeth.aspx Listerine Products. (2015). Listerine.com, [Image] Retrieved Online on 2015, April 28 from: https://www.listerine.com/products PAGE 12 PAGE 13
REFERENCES Oral B Floss Products. (2015). Oralb.com, [Image] Retrieved Online on 2015, April 28 from: http://www.oralb.com/products/oral-b-floss.aspx Oral Care - US. (2014). Mintel.com, Retrieved Online on 2015, April 13 from: http://academic.mintel.com.www2.lib.ku.edu/display/704586/?highlight#hit1 Product Information (A). (2015). Crest.com, Retrieved Online on 2015, April 13 from: http://www.crest.com/crest-products/3d-white-advanced-vivid-enamel-renewal-toothpaste.aspx Product Information (B). (2015). Crest.com, [Image] Retrieved Online on 2015, April 13 from: http://www.crest.com/crest-products/3d-white-advanced-vivid-enamel-renewal-toothpaste.aspx RembrandT History. (2015). Rembrandt.com, Retrieved Online on 2015, April 28 from: http://www.rembrandt.com/about-rembrandt.html RembrandT Whitening Products. (2015). Rembrandt.com, [Image] Retrieved Online on 2015, PAGE 14