RTBgel format - offers the

cosmetic benefits of superior fresh breath and white teeth

Discriminator

Gel format that offer cosmetic benefits

Environment:Teeth care category is a tough market. With other brands focus on cavity control and strong teeth.

Value:

Inspiring, youthful, confidence,

premium

Personalities:

Youthfulness, cool

Belief:

when people have good breath,

white teeth, they could be more

confident to overcome challenges

in life

GIVE PEOPLE THE CONFIDENCE IN

EVERY “UP CLOSE AND PERSONAL”

SITUATIONS.

Brand Essence

Insight

In every up-close and personal situation, the concern about my breath & teeth make me loose confidence & not being myself as always.

Target consumers:-Youngster-18-35, all SEC, nationwide- Chasing many dream in life-Lack of confidence about themselves because of their breath & teeth

Functional Benefits:

- Superior fresh breath & white,

healthier teeth.Emotional Benefits:Being confidence in every close-up moment in life to be yourself

BRAND KEY

VALENTINE EVENT HISTORY 2011 - 2015

2011

Century Kiss

2012

Show your Love

2013

Let love rule

2014

Love’s Boulevard

2015

Kiss it your way

Communication idea

Youngsters need an intimate way to show their love with partner.

1

2

3

Brand idea:Give people the confidence in every “up close and personal” situations.

Communication idea:Youngsters need an intimate way to show their love with partner.

Advertising idea:Kiss it your way

Valentine 2015

CAMPAIGN BRIEF

Business background: Toothpaste market currently segments by Unilever and Colgate in which key players include: P/S, Close up and Colgate. P/S and Close Up acquires for 70% of market share in market, in which Colgate is only 20%. Key benefit consumers are looking for include: Whitening, Anti-“sau rang”, fresh breathe. After that, are “Bao ve loi” and “giup chac rang”. Close-up is strongly accommodate “fresh breathe” and “whitening”. Close up has become a popular brand in market, get along very well in awareness to consumer, however, the brand is continuously to increase/enhance brand love and brand loyalty as well as strong emotional connection toward brand to its target consumer.

Business Objective: + Increase/strengthen brand positioning within target consumer.+ Build brand loyalty/brand love

Consumers: + Target consumer: Young consumer aging from 18 – 25 years old, targeted in consumer who are already in stage of love or connected to a certain partner in life.+ Insight: Kiss is the most unique and meaningful way to showcase love, but throughout many years, kissing has been become boring and lack of innovation, we want to encourage couple to share this experience in a more memorable way to showcase their own style.

+ Brand positioning: Give people the confidence in every “up close and personal” situations + Brand communication: Youngsters need an intimate way to show their love with partner.+ Current challenge of brands: Brand has good level of awareness however brand needs to acquire higher level of brand loyalty and brand love within target consumer as they are easily switch into other competitors such as: Colgate, Aqua fresh.Brand needs to continuously strengthen its positioning within target consumer as it has not been very well-established. Brand strategies:+ Focus on building strong brand communication ideas as “Freshness give confidence to get close to your love one”. Especially support and leverage love events (Valentine is consider as most important event for activation activities)+ Support and innovate then leverage other aspect of “love” within its communication.

Own valentine event, as think of valentine, of love, think of close up. Requirement for agency:

+ Work and develop ideas/event concept to match with consumer insight proposed as above. (Innovate campaign to promote for a unique way of love in kissing for young people to showcase how freshness can help in getting close to their love one).+ Concept should be: relevant, innovative, match with young, innovative consumer+ Develop and set up for activation timeline from “trigger” to “activate” “main event” and “follow up”+ become top of mind campaign for Valentine => Own valentine event, “when think of valentine, think of Close Up”

CAMPAIGN BRIEF

CAMPAIGN BRIEF

KPI+ Earn media/Awareness: 30% target consumer+ Event participants: 100 couples

Budget:1 bil VND

Timing: + From Jan 2015 – March 2015 in whichJan 2015: Trigger – Activation Online and offline promotionFeb 2015: Execution/Big eventsMarch 2015: Summary

THANK YOU