Emma Pechey (Communications Manager, Procter & Gamble)
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This document discusses the launch of 3D White, an oral care brand by P&G, in Australia. It identifies the target consumer as passionate and image-conscious individuals. The product range includes a whitening toothpaste, whitening strips, and other products containing hydrogen peroxide. The proposed launch plan is explosive and holistic, using a high-profile celebrity ambassador to disrupt the category through superior credentialing and newness. Deliverables include addressing trial barriers, leveraging the celebrity through PR and media, and providing assets like TV commercials, print ads, and social media featuring the ambassador.
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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 cant give up my daily coffee, chocolate or glass or red wine (shhh and the odd cigarette!) but I know theyre staining my teeth and leave me with bad breath. I dont want to inflict that on other people. When my mouth isnt 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 Im 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 dont 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 familys 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 persons 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
- #16: Other markets have used Shakira, Giselle