Final creative brief

(“Crest News,” 2015)

CREST TOOTHPASTE Healthy, beautiful

smiles for life

A Creative Brief by Rebecca Dowd Connor Capps Holly Weddle

EXECUTIVE SUMM

ARYTABLE OF CONTENTS

Our m

ission 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 m

ore beneficial for consum

ers.

In order to execute these concepts, we gathered information from

the Crest website, AdAge, M

intel, and our own primary research reports to support our claim

s. 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)


PAG

E 4 | PRODUCT SUM

MARY

PAG

E 5 | TARGET AUDIENCE

PAG

E 6 | FEATURES & BENEFITS

PAG

E 7 | CURRENT BRAND IMAG

E

PAG

E 8 | DESIRED BRAND IMAG

E

PAG

E 9 | DIRECT & INDIRECT COM

PETITORS

PAG

E 10 | ETHNOG

RAPHIC RESEARCH SUMM

ARY

PAG

E 11 | ADVERTISING G

OAL

PAG

E |2 | STRATEGIC M

ESSAGE

PAG

E 13&14 | REFERENCES


PAGE 2

PAGE 3

The Oral hygiene industry seeks to help individuals care for their teeth and gum

s 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 & G

amble 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 m

arket in 1955 and by 1962 the American D

ental Association confirmed that

the Crest toothpaste prevented tooth decay and Crest became the leading tooth paste in the

United States. The American Chem

ical 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 num

ber one selling toothpaste in the United States and complies with

all rules and regulations from the Food and Drug Association. Crest is passionate to m

ake sure its clientshave perfect oral health so that everyone can have a healthy and beautiful sm

ile (“Crest Heritage,” 2015).

Demographics

Crest targets Americans of all ages and genders but it is evident that out of 2,000 fem

ales tested 68 percent of them

bought and used Crest this year (Oral Care-US,” 2014).

Only 60 percent of m

ales have bought and used Crest this year. Through its ads about beautiful and white sm

iles it tends to reach more fem

ales than males, but it has a high audience in both

genders. Many wom

en 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 dem

ographic 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 sm

ile and tend to spend m

ore money on toothpaste that contains fluoride (O

ral Care-U

S,” 2014).

Psychographics Crest has a valuable custom

er 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 custom

ers value a beautiful, white sm

ile, which in return benefits a healthy lifestyle

(“Crest Heritage,” 2015).

Through different reviews on the Pro-Health toothpaste, it is evident thatCrest custom

ers appreciate the reduction in sensitivity and gingivitisafter using the toothpaste (“Product Inform

ation,” 2015).

PRODUCT SUMM

ARYTARGET AUDIENCE



PAGE 4

PAGE 5

Protective cap- Easy to use which keeps all the tooth-paste in the tube in order to avoid m

esses (“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 consum

ers 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 (“C

rest Heritage,” 2015). It has been C

rest’s vision to lead the way in a pursuit of perfect oral health so that its consum

ers can have a beautiful healthy sm

ile for life (“Crest Heritage,” 2015). People have chosen Crest toothpaste since 1955 because it provides consum

ers with the best oral hygienic products. Crest provides brand-ed products and services as well as superior quality whose purpose is to im

prove the lives of its consumers.


FEATURES & BENEFITS


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Crest’s goal is to continue its current brand im

age as the number one toothpaste product in the

United States. It took almost 10 years and 2 billion dollars in advertisem

ent spending, but Crest has m

anaged to beat its main com

petitor Colgate. Crest seeks a brand image that prom

otes a healthier m

outh and a brighter smile. C

rest bases its company and producton five m

ajor course strengthens (“Crest Products,” 2015). These strengths inclue:

DESIRED BRAND IMAGE

DIRECT COMPETITORS

ColgateColgate is an oral hygiene product line of toothpastes, toothbrushes, m

outhwashes and dental floss. C

olgate’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 recom

mended 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 gum

s, strong white teeth, and fresh breath (“About Aqua-

fresh,”2015)

INDIRECT COMPETITORS

ListerineListerine is a brand of antiseptic m

outhwash products. It is prom

oted with the slogan “Kills germs that cause bad

breath,” (“About Listerine,” 2015).

Rembrandt Advanced W

hitening StripsRem

brandt 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, Rem

brandt still stays single-mindedly focused on

teeth whitening (“RembrandT History,” 2015).

Oral B Floss

Oral-B floss is recom

mended by m

ore dentists than any other brand. O

ral-B floss slides up to 50% m

ore easily in tight spaces, and there’s a dental floss in the O

ral-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 W

hitening Products,” 2015)

Consumer Understanding

Uncovering the unarticulated needs of

consum

ers

(“Com

pany Core Stengths,”2014).

Innovation

Translates consum

er desires into products

(“Com


Brand-Building

P&G brands are am

ong the world’s best

known houshold names

(“Company Core Stengths,”2014).

Go-to-M

arket

Reaches retailers and consumers at the

Capabilities

right place and time

(“Company Core Stengths,”2014).

Scale

D

rives efficiency and consumer value

(“Com


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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. W

e watched each student in his or her own bathroom

at their house through the week of April 14 through April 18. W

e focused on the order of his or her routine, how much toothpaste he or she used, the

amount of tim

e 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, C

rest, and Colgate. All of the particpants had plain m

anual 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 w

et he or she squeezed out toothpaste along the whole

surface of their toothbrush. Some participants varied the am

ount he or she squeezed out betw

een a dime sized and a quarter size. Each participant spit out the toothpaste, rinsed

with w

ater, and wiped his or her m

outh on a towel in their bathroom

. Each participant spent a different am

ount of time w

ith the toothbrush in his or her mouth. Som

e were quick and less

than a minute while others spent up to four m

inutes brushing. The participants were not pay-ing close attention. They showed habitual and routine reactions to using this product.

DiscussionW

e learned that it is a daily routine that everybody has but each participant has personal-ized the routine and has sm

all individual tendencies. We w

ere surprised that four out of the five participants’ parents also use the sam

e toothpaste as them. The participants tend to

buy what her or she grew up with in their families hom

e. Personal hygiene was each partici-pant’s m

otivation 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 sam

e steps throughout their brushing routine with sm

all differences or tendencies regarding time and am

ounts.

ADVERTISING GOALCrest is a brand that has continually pushed to im

prove oral health. Crest is among the m

ost trusted household brands, a value reinforced by the continued recognition of its products by the Am

erican Dental Association (“Crest Heritage,” 2015).

The advertising campaign that launched the Crest brand has becom

e one of the most m

em-

orable campaigns in m

arketing history. Crest has expanded its advertising efforts beyond the product to highlight the brand’s com

mitm

ent to promoting good oral health w

orldwide.

Ethnic and interactive marketing have both received increased attention. D

ue to the grow-ing presence of interactive m

edia 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 inform

ation.

To adapt to this new m

arketing landscape, Crest has pushed to the forefront of the “influ-

encer marketing” trend. Influencer m

arketing grows the brand by w

orking with a variety of

influencers to increase the believability of product claims and insert products into consum

-ers’ everyday lives in m

eaningful ways. C

rest’s dream is to lead the w

ay in passionate pur-suit of perfect oral health so that everyone can have a healthy, beautiful sm

ile for life.



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STRATEGIC MESSAGE

Crest is comm

itted to building on its history of developing innovative oral care products that m

eet 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 m

aintain excellent oral health or desires to uphold a beautiful smile for life

is welcome in the Crest fam

ily (“Crest Heritage,” 2015).


About Aquafresh. (2015). Aquafresh.com, Retrieved O

nline on 2015, April 28 from:

https://w

ww

.aquafresh.com/faqs.htm

l

About Listerine. (2015). Listerine.com, Retrieved O


https://w

ww

.listerine.com/about

About Oral B. (2015). O

ralb.com, Retrieved O


http://w

ww

.oralb.com/about/

Aquafresh Toothpaste. (2015). Aquafresh.com, [Im

age] Retrieved Online on 2015 April 28

from:

https://w

ww

.aquafresh.com/products/toothpaste.htm

l

Colgate. (2015). C

olgate.com, Retrieved O


http://w

ww

.colgate.com/app/C

olgate/US/H

omePage.cvsp

Colgate Products. (2015). C

olgate.com, [Im

age] Retrieved Online on 2015, April 28 from

:

http://ww

w.colgate.com

/app/CP/U

S/EN/O

C/Products.cvsp

Com

pany Core Strengths. (2014). PG

.com, Retrieved O

nline on 2015. April 28 from:

http://w

ww

.pg.com/en_U

S/company/core_strengths.shtm

l

Crest H

eritage (A). (2015). Crest.com

, Retrieved Online on 2015, April 13 from

:

http://ww

w.crest.com

/about-crest/crest-heritage.aspx

Crest H

eritage (B). (2015). Crest.com

, [Image] Retrieved O


http://w

ww

.crest.com/about-crest/crest-heritage.aspx

Crest Toothpastes (A). (2015). C

rest.com, Retrieved O


http://w

ww

.crest.com/crest-products/crest-toothpastes.aspx

Crest Toothpastes (B). (2015). C

rest.com, [Im


:

http://ww

w.crest.com

/crest-products/crest-toothpastes.aspx

How

to Brush Your Teeth. (2015). Crest.com

, [Image] Retrieved O

nline on 2015, April 13 from

:

http://ww

w.crest.com

/dental-hygiene-topics/how-to-brush-your-teeth.aspx

Listerine Products. (2015). Listerine.com, [Im


:

https://ww

w.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,

PAGE 14

Design

Final creative brief