Stand out with a 3D White smile

Objectives for Today

• ORAL B BRAND• 3D White Brief– WHO– WHAT – HOW

P&G Oral Care•21% global market share, #2 oral care player worldwide

•Market presence in over 160 countries

•Leader in US, Canada, Italy and Germany

WHO

WHO: Passionate

It's all about appearance and confidence

The SMILE is the calling-card

Externally focused and out-going

Who am I?• My Challenges

– I want everything to be perfect; I worry about things going wrong in the future.

• My Role in the Family– I am the brand ambassador for my family

• Me vs. Others– I am externally motivated.

• My Busy Life– I have a full life and love it; it drives me

• Me Time is– Just a moment by myself, for myself

• How I Feel Confident– Being noticed and complimented.– Being able to laugh out loud.

28%

FR, UK, CH, RU, MX

Spends 108ixVs Rep

What does she want?• I want a healthy and sparkling smile that people notice.

• I can’t give up my daily coffee, chocolate or glass or red wine (shhh… and the odd cigarette!) but I know they’re staining my teeth and leave me with bad breath. I don’t want to inflict that on other people.

• When my mouth isn’t the way I feel it should be, I have trouble being confident

• I want a product that whitens and removes stains, is fun to use, looks and feels great and actually works so I’m not stressed out about interacting with people and can do what I want.

Key Insights• I am image conscious, not beauty conscious• It matters to me what people think – at work, my family, my friends,

strangers I meet… you don’t get a second chance to make a first impression• Of course I check my reflection in a shop window – if something is

wrong/out of place, I need to see it before anyone else does• I want to look like I take care and that I do care• I am my family’s brand ambassador• I feel confident when I am able to laugh out loud• I believe that beautiful products and a beautiful process are part of a

beautiful outcome (and that includes my bathroom – my beauty sanctuary)

Digital behaviourBeauty Digital Influencers

• Twice as likely to find and share information on line

• Evangelists – talk up the category, advocate products, brands, tips

• Activated to go online by offline triggers (WOM / magazines / TV advertising)Beauty advisors for their social network – share opinions, tips…

• Will share: web sites, blogs, discussion boards, chat rooms

• Might share: company/product sites

WHAT

3D White Product Range

Radiant Mint Toothpaste• Removes up to 80% of surface stains in 14 days for a whiter smile• Patented dual-action silica system helps polish away surface stains to gently whiten teeth White Strips• Delivers professional-level whitening - Contains hydrogen peroxide (10%), the same enamel-safe ingredient that dentists use• advanced adhesion to fit every person’s unique smile, simple to apply and removeWhitening Rinse• Triple-action formula with Hydrogen Pyroxide. Vivid Brush• Cleans and whitens by removing surface stains

HOW

Stand out with a 3D White smile

Communication Idea

EXPLOSIVE HOLISTIC PLAN FOR AUSTRALIAN LAUNCH TO MAKRET

• SUPERIORITY• CREDENTIAL• NEWNESS

Why a celebrity ambassador? Breaks the category rules / norms – no oral care brand in Australia has

aligned with a very high profile celebrity ambassador

Disrupts category inertia – delivers cut through to tackle consumer complacency in the category

Scale – celebrity involvement creates a sense of scale, size and importance of the launch

Media appeal – working with a celebrity ambassador unlocks media opportunities that otherwise may not exist for an oral care brand – extending campaign reach and ROI

Strong influence – provides a great credentialing opportunity if the right person is identified with a close fit to the brand / product

Deliverables

Address the Trial BarriersCelebrity Ambassador / CredentialingHolistic Communications Response

(PR/Media/Shopper Marketing) that takes the consumer on a path to purchase

Assets

TV (15 sec, 30 sec featuring Shakira)Print, POS, Digital (featuring Shakira)PR (no access to Shakira)Social Media (currently have a Facebook page,

but open to launching other digital platforms)