building a brand - botot

BOTOT Candidate #5007

Contents Page Summary 4

Introduction To The Oral Care Market 6

Introducing BOTOT 21

The Philosophy Of BOTOT 28

Building Brand BOTOT 46

BOTOT Marketing Communications 56

1. Distinctive Design 62

2. Subtle Signals 70

3. Clear Culture 80

Conclusion 89

It must be considered that there is nothing more

difficult to carry out, nor more doubtful of

success, nor more dangerous to handle,

than to initiate a new order of things.

Niccolo Machiavelli, 1469-1527

Summary

This is the story of how the reinvigoration of a little known 18th century

oral care brand called BOTOT can breathe emotion, magic

and desire back into the dullest of categories.

Born in the turbulent times of the French Revolution BOTOT retains

the craftsmanship and expertise of this era as well as the

‘every man for himself’ philosophy.

BOTOT is a brand which helps people connect to their idealized self,

driven by a thirst for power, success and perfection.

Introduction to the

oral care market

Added micro-active foam

Advanced silica system

Anti-tartar formula

Iso active whitening

Cooling crystals

Pro-argin formula

Prophy silica

Enamel lock formula

Acid erosion pronamel

Brand innovation is limited

to slight product innovation.

Brands create more and

more variations of their

current products by adding

evermore meaningless so

called ‘active ingredients’.

The above word cloud shows the words most used in the last 5 years of oral

healthcare marketing communications: predictable, rational words dominate.

Brands have even resorted to simply writing a list of words

which loosely relate to product benefits.

Could things get any more boring?

Basically, all brands in the oral health market stand for is

clean teeth and fresh breath.

The only battles these brands fight are against plague and

bacteria.

Practical, rational, sensible, dull and uninspiring.

No dreams are made,

no tensions created,

no emotions sparked.

In a tug of war between reason and

emotion, your emotions almost

always will win.

Professor Daniel Kahneman

The oral care brands seem to be

oblivious to the fact that people

make most decisions with their

emotions and not their rational

mind.

Unsurprisingly

of today’s oral-care-buyers just buy whatever is on offer.

Even the Ritz hotel has to rely on Colgate

mouthwash for want of a more suitable brand.

Whilst for soap and shower gels, Aspery fulfils the

brief perfectly delivering high end quality and brand strength.

Imagine finding Carex in a Ritz hotel bathroom.

It would never happen.

Would you ever give a bottle of mouthwash for Christmas?

People give each other hand soap and no one bats an eyelid.

It may sound ridiculous but why not?

Currently no brand in oral care is seen as desirable enough to give as a gift.

None of this has stopped the oral health care market from growing.

The category is forecast to grow 15% over the next 5 years and

mouthwash sales over the last 5 years have increased

Meaning the opportunity this category offers is even more appealing.

Stylish and luxury oral brands do exist,

they’re just not very exciting or well known.

And whilst they may be of superior quality,

they are resoundingly the type of brands

one only finds in quirky eccentric shops

positioned to be bought out of curiosity

rather than desire.

But one of these brands stands out as

having the potential to be much more….

BOTOT

BOTOT is a sleeping giant of a brand

steeped in a long history full of mystery, style,

craftsmanship and passion.

The perfect ingredients for a strong brand

with a clear purpose and belief.

Currently best described as a curiosity brand it has the

potential to be much more.

It is a brand which can be reinvigorated to become

something so strong it will be used by people to define

who they are and more importantly who they want to

be.

BOTOT was the first ever mouthwash and toothpaste brand, invented in Paris by Dr Julien

Botot for French King Louis XV in 1755.

It is claimed this was the last official

act of the French monarchy.

BOTOT was given royal endorsement by Louis XVI days before the

revolutionaries stormed the Bastille.

The Philosophy

of

BOTOT

Marie-Sophie Botot inherited the brand following Dr Julian’s death.

Marie-Sophie added her signature and the inscription ‘cui fidas vide’,

or “watch whom you trust,” to each bottle,

both have been on there ever since.

Cui fidas vide watch whom you trust

This mantra is the heart and soul of the BOTOT brand.

While the advice was particularly relevant at the time of the

Revolution it still resonates today as a piece of sage advice.

There are many things my father taught me here in this

room. He taught me: keep your friends close, but your

enemies closer.

Michael Corleone

The Godfather: Part 2, 1974

Human nature doesn’t change.

People are as hungry for power as they

ever were.

BOTOT celebrates this desire

It sees life as a battle

with every man for himself

And this mantra comes at the most

crucial moment: the start and end of

each day, just before and after battle.

When you’re alone in front of the mirror.

The most private and personal of places.

A moment of true introspection and reflection.

While other oral brands obsess about plaque and active ingredients.

BOTOT focuses on perfection, power and personal gain.

It is not from the benevolence

of the butcher, the brewer, or

the baker that we expect our

dinner, but from their regard to

their own interest.

Adam Smith

It has always seemed strange to me... the

things we admire in men, kindness and

generosity, openness, honesty,

understanding and feeling, are the

concomitants of failure in our system.

And those traits we detest, sharpness,

greed, acquisitiveness, meanness,

egotism and self-interest, are the traits of

success. And while men admire the

quality of the first, they love the produce

of the second.

John Steinbeck

BOTOT promotes

self-reliance

self-interest

self-belief

BOTOT believes life is

every man for himself

This isn’t just some shallow marketing trick; this is the brands heritage, purpose and meaning.

It’s thought that Napoleon started his day with BOTOT. Before each of his epic battles he tasted

the craft, quality and expertise the brand delivers along with that explicit philosophy of self-reliance

through the Latin inscription ‘Cui fidas vide’ ‘watch whom you trust’.

BOTOT has been an aid to powerful men throughout history and can now take its rightful place as an

aid for those fighting for power today.

BOTOT

Building

Brand

We are creating a

new category

This is not mouthwash

It is Eau De Bouche

This is not toothpaste

It is Pâte Bouche

This is not an oral care brand

It is a Status Brand

BOTOT

People never really care which brand of toothpaste or

mouthwash their guests see in their bathroom.

They will now.

BOTOT says something about who you are

and who you aspire to be.

BOTOT allows individuals to connect with

their idealized self.

A more successful and powerful version

of themselves.

It gives people the power to believe the dream

can become reality.

BOTOT shall act like a Status Brand.

It’s communications, distribution and design shall all work to portray

the brands class, sophistication, creativity and boldness.

BOTOT Marketing

Communications

All marketing communications

shall look to build

Authenticity

&

Visibility

Marketing communications for BOTOT shall not be something that is added

onto the product, they shall be ingrained within it.

The brand values won’t be something that the brand says, they shall run through

everything the brand does and is.

The brand is manifested through marketing communications in three key ways:

1 2 3 Distinctive

Design

Subtle

Signals

Clear

Culture

1 Distinctive

Design The BOTOT product itself must reflect the brands history and

values whilst being distinctive and extraordinary...

Currently Reinvigorated

To boost appreciation for

the level of craft used to

create BOTOT we shall

reduce the size of the Eau

De Bouche to 50ml and

double the price

BOTOT shall strongly recommend that it is only

ever mixed with mineral water.

BOTOT should never be mixed with tap.

Wherever BOTOT is, premium mineral water

must be close by.

A partnership with Hildon water shall result in

special miniature Hildon BOTOT edition being

created specifically for using with BOTOT Eau

De Bouche and Pâte Bouche.

Hildon is the perfect partner as like BOTOT it

strives for perfection in everything it does and

only associates itself with the very best.

BOTOT shall create high quality

steel shot glasses for mixing and

taking the Eau De Bouche.

This shall add a sense of ritual and

further boost the masculinity

of the brand.

The steel shots shall be sold with

BOTOT and be found

wherever BOTOT is.

Deliveries of BOTOT arrive in

wooden crates, like a fine wine.

Limited editions of BOTOT

using rare ingredients shall be

designed to attract attention

and long waiting lists.

2 Subtle

Signals BOTOT shall use distribution and usage as marketing communication

channels sending subtle but powerful signals about authenticity…

BOTOT is a work of wonder through years of toil and craftsmanship,

not a mass produced commodity. Accordingly...

…wherever expensive single malt whisky is, BOTOT should be

…wherever luxury perfume is, BOTOT should be

…wherever fine wine is, BOTOT should be

BOTOT shall be found not only in bedrooms but also private powder rooms and shall always

be provided with its signature steel shot glass and miniature mineral water for mixing.

BOTOT shall be distributed throughout the world’s top hotels.

There will be little equivalent competition stopping BOTOT

from quickly gaining considerable distribution.

BOTOT shall be found in the rest rooms of high end restaurants, environments which reflect

BOTOT’s values, craft and perfection duelled with its philosophy of personal success and wealth.

Where possible we shall create separate BOTOT rooms allowing people to freshen their mouths

in private after eating.

Wherever perfection is a

priority, BOTOT shall be

the Eau De Bouche of

choice.

concessions shall be walled off from other brands to help define it from the

femininity of its surroundings. To further this distinction it shall be staffed by

men including a doorman who shall inspect and give entrance permission.

Inside the BOTOT room shall be a place of solitude where BOTOT can be

mixed with mineral water and tasted away from the prying eyes of the public.

A Eau De Bouche Sommelier will be on hand to take you through the different

variety’s and subtle differences of the BOTOT range.

BOTOT

BOTOT shall be ingrained into popular culture to build further associations

of perfection, power, status and wealth.

Jay-Z will rap about how he cleared his mouth with BOTOT before sealing a

multi-million dollar deal.

In partnership with HBO, BOTOT shall create a series set in 1980s Wall Street in

which the main character / hero shall use BOTOT to start his day. He shall be ruthless

but successful. The only BOTOT branding in relation to the partnership shall be the

usage throughout the series, no external announcement or activity shall run meaning the

branding is kept suitably subtle to aid authenticity.

3 Clear

Culture The culture of BOTOT embodies its values as a brand…

BOTOT doesn’t have offices, it has embassies

(& a HQ in Paris)

doesn’t have MD’s, it has ambassadors

(& a President in Paris)

doesn’t have staff, it has cadre

doesn’t have factories, it has workshops

Mikhail Gorbachev’s 85th birthday ball shall be held at the BOTOT London

Embassy attaching a host of powerful VIPs to the BOTOT brand.

BOTOT BOTOT shall hold intimate TED talks in their embassies where the

powerful shall share their experience, struggles and knowledge.

Anyone who has made it to the top using whatever methods shall be

welcome to speak, at the first event speakers will include

Fred Goodwin

50 cent

Silvio Berlusconi

Rupert Murdoch

BOTOT cadre dress as if they have

the power to take over and dominate

the entire world.

The BOTOT employee handbook is a guide to becoming more

powerful and sold to the public in bookshops around the world.

In summary the BOTOT brand shall be manifested through marketing

communications in three key ways brought to life in the highest level of detail:

1 2 3 Distinctive

Design

Subtle

Signals

Clear

Culture

Premium price

Pipette bottle

Mineral Water Partnership

Steel shot glasses

Envelope with purchase

Wooden crate delivery

Limited edition flavours

Top hotel distribution

Restaurant distribution

Retail through concessions

Eau De Bouche Sommelier

Jay-Z mentions

HBO product usage

Film usage

HQ in Paris

Embassies in top cities

Private members clubs

High profile balls

Intimate TED events

Sharply dressed cadre

Cadre enchiridion

Conclusion

BOTOT is the creation of an entirely new category for oral health. A category

full of desire, emotions and passion driven by clear values and belief.

BOTOT is a far cry from the rational and practical oral brands currently

dominating the oral care market.

BOTOT will make it acceptable to give oral health products as gifts, for them to

sit next to other beauty brands in high end department stores and

be associated with the high end of culture.

BOTOT shows that with the right brand even the most rational of categories

can give people something to believe in and belong to.

BOTOT is a brand which helps people connect to their idealized self,

driven by a thirst for power, success and perfection.

BOTOT