Colgate Octagon Soap
Colgate Octagon SoapAdvert pitch and presentation
Who are Colgate?Colgate are a world renowned oral care brand.
However, 30-40 years ago they focused more primarily on cosmetic
products such as the Octagon Soap.
Due to the uncommon appearance of the Octagon Soap here in
Britain today, ordering one online costs 45 per bar, however they
are still sold in stores in the US for $10 a bar.
Brand Parity and TargetsAs above, the brand parity in the soap
industry involves soaps such as Dove and Neutrogena. These are
soaps targeted at feminine audiences as apparent by their tame
packaging and adverts.
I view the Octagon soap as rustic and rugged in comparison, and
thusly I had the idea to try and portray it as a soap predominantly
for men between the ages of 18 to 28, as there appears to be a gap
in the market for one.
Example Advert for Dove
Just look at it compared to the others.
My generic advertMy advert will feature:
Fast paced, cut away action shots of a football match between
friends on a muddy/rainy day. (4-6 seconds red kits,
anchoring)Friends leaving the pitch, covered in mud, (1-2
seconds)One of the players is then in a white room, staring at
camera, medium shot. (anchoring) (1-2 seconds)He holds out product
to camera as narrator says Octagon Soap! (1-2 seconds)He presses
soap to his face and then frame switch shows him instantly clean,
narrator says strapline, So good, it scares the dirt of ya!(2-3
seconds)Players do weird dances as the music kicks in and they look
happy, frame switch to product frame with the product and strapline
on a white and red background. (5-6 seconds)
FINAll in the interest of humour!Music and Camera StylesThe
music featured in my advert will be very important to the overall
affect of the humour, and if its done incorrectly, my advert could
suffer as a result. My plan is
The camera styles used in my advert will be mainly close up
shots and medium shots for the football scene, a long shot for them
walking away from the game, and then medium fixed for the rest of
the advert.Different advertsMy advertising campaign is going to
consist of many adverts of different lengths for different
audiences and platforms. A much shorter length advert is more
appropriate for a web page advert for example, and the longest
advert would be most suitable for TV or internet stream
adverts.
I plan to produce 3 (possibly 4) adverts30 second TV/Stream
Advert10 15 second TV advert to coincide with the above5 10 second
flash advert for internet web pages and browsers(A picture
advertisement for free apps to display)
8Social Media
In addition to the advertising campaign, we could set up
official accounts on social media sites in order to try and make
our adverts turn viral and also to help get a closer connection
witch customers, gaining exponential awareness and popularity. This
is especially helpful when revitalizing a dead product as I have to
rebuild the entire fan base of the product. Any Questions?
