rebecca hollyconorcreativebriefcrest

(“Crest News,” 2015)

CREST TOOTHPASTE Healthy, beautiful

smiles for life

A Creative Brief by Rebecca Dowd Connor Capps Holly Weddle

EXECUTIVE SUMMARY TABLE OF CONTENTS

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.

(“Product Information,” 2015)(“Product Information,” 2015)

PAGE 4 | PRODUCT SUMMARY

PAGE 5 | TARGET AUDIENCE

PAGE 6 | FEATURES & BENEFITS

PAGE 7 | CURRENT BRAND IMAGE

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

(“Product Information,” 2015)

PAGE 2 PAGE 3

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 ingredi-ents 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).

Today Crest is working towards insuring full-body wellness and through its research they real-ized 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 clientshave perfect oral health so that everyone can have a healthy and beautiful smile (“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 tooth-paste 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. Custom-ers 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).

Psychographics Crest has a valuable customer base because generations have adapted to using Crest. Their par-ents 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 thatCrest customers appreciate the reduction in sensitivity and gingivitisafter using the toothpaste (“Product Information,” 2015).

PRODUCT SUMMARY TARGET AUDIENCE

(“Product Information,” 2015)(“Product Information,” 2015)PAGE 4 PAGE 5

Protective cap- Easy to use which keeps all the tooth-paste in the tube in order to avoid messes (“Crest Toothpastes,” 2015).

Attractive small packaging (4 oz.)- De-signed to sit on bathroom counter without taking up a lot of space (“Product Information,” 2015).

Fluoride - Helps strengthen weak spots and prevent tooth cavities (“How to Brush Your Teeth,” 2015).

Whitening - Crest Toothpaste has an 80 percent de-crease 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 PRO-HEALTH TOOTHPASTE

(“Crest Toothpastes,” 2015)

BRAND IMAGE

Crest is the leading toothpaste brand in the United States beating out its competitor Col-gate. 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 brand-ed products and services as well as superior quality whose purpose is to improve the lives of its consumers.


FEATURES & BENEFITS


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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:

DESIRED BRAND IMAGE DIRECT COMPETITORSColgateColgate 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).

SendodyneSensodyne toothpaste is the dentist recommended tooth-paste for sensitivity, offering a range of specifically formu-lated toothpastes. Sensodyne toothpaste works to relieve tooth pain due to sensitive teeth and provides lasting pro-tection all day, each day when used as directed (“Senso-dyne,” 2015).

AquafreshAquafresh is a brand of oral healthcare products that provides toothpastes and oral care products for healthy gums, strong white teeth, and fresh breath (“About Aqua-fresh,”2015)

INDIRECT COMPETITORSListerineListerine is a brand of antiseptic mouthwash products. It is promoted with the slogan “Kills germs that cause bad breath,” (“About Listerine,” 2015).

Rembrandt Advanced Whitening StripsRembrandt 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).

Oral B FlossOral-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).


(“Colgate,” 2015)

(“Sensodyne Products,” 2015)

(“Aquafresh Toothpaste,” 2015)

(“Listerine Products,” 2015)

(“Oral B Floss Products,” 2015)

(“RembrandT Whitening Products,” 2015)

Consumer Understanding Uncovering the unarticulated needs of consumers (“Company Core Stengths,”2014).

Innovation Translates consumer desires into products (“Company Core Stengths,”2014).

Brand-Building P&G brands are among the world’s best known houshold names (“Company Core Stengths,”2014).

Go-to-Market Reaches retailers and consumers at theCapabilities right place and time (“Company Core Stengths,”2014).

Scale Drives efficiency and consumer value (“Company Core Stengths,”2014).

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ETHNOGRAPHIC RESEARCHHolly, 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 UsageEach Participant took out his or her toothpaste from the top shelf of their cabinet or the draw-er 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 brush-ing. 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 pay-ing close attention. They showed habitual and routine reactions to using this product.

DiscussionWe learned that it is a daily routine that everybody has but each participant has personal-ized 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 partici-pant’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 clean-liness characteristics that is possesses. Each participant used the same steps throughout their brushing routine with small differences or tendencies regarding time and amounts.

ADVERTISING GOALCrest 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 mem-orable 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 grow-ing 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 “influ-encer 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 consum-ers’ everyday lives in meaningful ways. Crest’s dream is to lead the way in passionate pur-suit of perfect oral health so that everyone can have a healthy, beautiful smile for life.



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STRATEGIC MESSAGE

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 look-ing 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).


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/

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

REFERENCES


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REFERENCESOral 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-tooth-paste.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-tooth-paste.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,

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