Evolve with EarthEarth Day sponsored by

SMAD 442Feburary 24, 2016

Rachel Killmeyer Deanna Brigandi Ali Robert Phoebe Tran

Matt Sampson Paytience Shaffer

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Table of Contents

IntroductionCorporate Advertising DefinitionCorporate Background About Competitor Key Financial Target AudienceTarget Audience Crest Target Audience Campaign Target AudienceCreative Pieces Radio Script Video Script Print Ad BannerConclusionReferences . . . . . . . . . . . . . . . . . . . . . . . . .

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Introduction

April 22 is a special day for the health and safety of the planet. Earth Day is a world wide

celebration of planet Earth. Starting in 1970, the environment seemed to be the last thing on everyone’s

mind. Started by Gaylord Nelson, this movement brought environmental concern to an all time high

by the 1990’s. This corporate advertising campaign “Evolve with Earth” is about understanding how

the world evolves and changing society for the better. There are billions of people on this planet not

including the animals on land and in the sea. Crest wants to support actions taken on Earth Day that

will help to clean up the planet and enrich the lives of those that live here. The advertisements are

going to focus on different aspects of Earth Day such as, air pollution, land pollution, saving water,

and the changing of the seasons. This showcases nature, animals and people. (Earth Day Network,

2016).

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Corporate Advertising

Corporate advertising is a promotional strategy that is designed to not only interest

consumers in products and services offered by the company but also to cultivate a

positive reputation among consumers and others within the business world (Tatum, 2016). Although

this type of advertising has been categorized as a promotional strategy, other

sources have described it as advertising that is more public relations than sales promotion

with its objective being to build a firm’s corporate image and name-awareness within a

certain industry (What is Corporate Advertising, 2016).

Generally corporate advertising is done to repair damages caused by false allegations or

bad publicity, again highlighting the fact that this is a public relations activity (Corporate Advertising

Definition, 2016). The focus of corporate advertising is on the company itself, with the attention to

the products produced by the corporation being a byproduct of the advertising effort (Tatum, 2016).

It helps the company “brand” to be developed and not just the branding of their products (Corporate

Advertising Definition, 2016). This campaign will adopt this definition of corporate advertising and

focus on portraying the company, positively in the mind of the consumer. With less emphasis on

product promotion, this tactic will help to concentrate solely on creating an image that matches the

mission and vision of the ‘Crest’ brand.

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Corporate Background

-About- Procter and Gamble (P&G) is a multinational corporation that has four global industry-based

sectors: global beauty, global baby, feminine, and family care, global fabric and home, and global

health and beauty. It operates in more than 180 countries across the Americas, Europe, Middle East,

and Africa and Asia. (Oral Hygiene, 2016). Crest is one of the brands owned by P&G. Crest has many

different product categories such as toothpaste, mouth wash, white strips, sensitivity, and kids. Its

current products are Crest Complete, Crest Pro-Health, 3D White, and Crest Sensi. These products

address whitening, tooth pain, sensitivity, kids, enamel care, gum disease, gingivitis, tooth decay &

cavities, and plaque and tartar. (Crest, 2016).

-Competitors- Crest was developed in 1955 in response to America’s proclivity for cavities in the mid 20th

century. It was revolutionary because it was the first toothpaste invented to fight against cavities

using fluoride and held the spot as number one toothpaste for three decades. (Crest, 2016). It

was the first to receive ADA’s (American Dental Association) Seal of Approval. Crest’s ruling of the

toothpaste industry came to a halt with the introduction of Colgate-Palmolive’s Colgate toothpaste in

1998. This toothpaste clinched the number one spot in the mature market (toothpaste, mouthwash)

because it fought against gingivitis and was FDA approved. Crest does have other competitors such

as Aquafresh, Rembrandt, and Arm & Hammer but the Colgate-Crest competition is unparalleled.

Together, the two brand’s hold 60 per cent of the market share. Crest’s lag in the market was due in

part to the company’s tight grip on their “fights cavities” tagline while other toothpastes (specifically

Colgate) were claiming other benefits such as gingivitis, teeth stains, and plaque. Crest’s formula

does all these things too, but they have not embraced this as part of their identity until recently.

Crest now has Crest Pro-Health Clinical to fight and prevent gingivitis, and they also successfully

launched 3D Whitestrips (Colgate’s Simply White launched at a similar time and was a

market failure). (Pearson, 2007).

In addition, Crest offers a multitude of other products that target different oral care

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issues in an effort to win back the public and return to number one toothpaste in the industry. Its

newest product is Crest Pro-Health [HD] (launched in Feb 2015), which they claim is Crest’s biggest

breakthrough in toothpaste since fluoride. This product is a two-step system that claims it can make

your mouth six times healthier and whiter in one week. Crest is trying to now capitalize on the growing

beauty and health trend by innovating products that reflect consumer’s needs and engaging it’s

consumers on YouTube with the hashtag #HealthyObsessions. (Crest New Era, 2015).

Not too many months after this release, financial commentators still saw P&G’s Crest (and P&G

as a whole) as too slow in the market. Vito Racanelli (2015) wrote an article in Barron’s magazine

detailing Crest’s struggle in the market. He believes since the company has not shown sustainable

growth in many years it, “must create novel products that will make consumers feel that paying up for

the brand is worth it.” This is especially important since many consumers in developed countries do

not mind paying down for household products. (Racanelli, 2015).

-Key Financials-

Crest’s sales are about $400 million a year. (Pearson, 2015). In 2014, Crest 3D white ranked

fifth in the top 2014 toothpaste brands in sales at $125.4 million; Pro-Health came in last at $58.9

million. (Statista, 2014).

-Target Audience- People who value a healthy and beautiful mouth will buy Crest products. In recent years,

Crest has made marketing efforts in reaching out to Generation Y consumers, Hispanics, and African

Americans. (America’s Greatest Brands, 2014). Parents are also highly interested in this brand

because it is seen as trustworthy. (Procter & Gamble, 2014).

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Target Audience-Crest Target Audience- The Crest brand was created by Procter & Gamble to prevent tooth decay in children and

adults. Cavities and tooth decay were prevalent in the 1940’s, affecting more than 700 million

Americans. (America’s Greatest Brands, 2014) . Therefore, Crest was created for anyone and

everyone with teeth. Worldwide, people who are worried about their health, as well as the beauty

of their smile, are the target consumers for Crest. Because it is a household brand and accepted

by the American Dental Association parents are target consumers because they are looking to

buy trustworthy branded products for their children and family. (Procter & Gamble, 2014) Through

previous advertising campaigns, Crest has targeted parents with advertisements featuring children

smiling and proclaiming “Look Mom, no cavities.” (America’s Greatest Brands, 2014). Through ethnic

and interactive marketing, Crest continues to expand its reach to consumers worldwide. Crest has

developed Spanish-language print and TV advertisements and has taken its marketing messages to

African American and Hispanic communities, as well. (America’s Greatest Brands, 2014). To reach

Generation Y consumers, Crest has partnered up with celebrities, such as Nick Cannon from MTV,

and has brought the campaign to social media sites. (America’s Greatest Brands, 2014). Crest targets

people of all ages, and of all origins who are interested in a healthy, beautiful smile.

-Campaign Target Audience- The target audience for the corporate ads are 25-45 years old Americans of all races, male or

female, with a soft spot for the environment. They have graduated from a 4-year institution, have an

income of $30,000-$60,000 and are working professionals. They work in a fast paced environment

but enjoy coming home to relax with their cat or dog. As working professionals the target likes to

look their best and feel their best, being as healthy as possible. (Procter & Gamble, 2016). The ideal

consumers stay up to date on current news issues, watching CNN before or after work and subscribing

to a newspaper online. These people like to shop at local businesses but do not shy away from chain

and name-brand stores. They spend their Saturdays visiting farmers markets, hiking, or

exploring their downtown area with friends. They try to be as environmentally conscious as

possible, recycling and using sustainable technologies such as LED lights in their home.

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(Procter & Gamble, 2015). The target consumers are not activists but like to be culturally aware. They

are innovators, “future oriented” and “receptive to new ideas and technologies.” (Strategic Business

Insights, 2015). As innovators they are “skeptical about advertising” and like to see that the companies

they support do good in the community. (Strategic Business Insights, 2015) . The consumers that

make up the target market are also experiencers, they “see themselves as very sociable” and “have

a heightened sense of visual stimulation.” (Strategic Business Insights, 2015).

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Corporate Advertisements

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Radio Script

The radio script shows Crest’s support for Earth Day. There is also a statistic about water

conservation as part of the dialog. The purpose of the radio commercial is to advocate and gain

support for the holiday. Water pollution and conservation are two crucial Earth Day issues that are

actively addressed on April 22. Having the different types of water movement in the background

represents the excessive use of water that happens when the faucet is left on. “Evolve with Earth”

is the tagline used throughout all of the creative pieces.

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TV Script

The TV commericial focuses on the Earth as a whole. It showcases breathtaking scenes from all

around the world; from misty mountain tops to tranquil beaches. Starting with a wide shot of the

Earth and zooming into the aforementioned scenes helps emphasizes the importance of keeping

the world clean to preserve the natural beauty. The voice-over gives more information about Earth

Day and how it started. The commercial ends with the tagline, “Evolve with Earth”, which is used

in all of the creative pieces. The purpose is to increase awareness about Earth Day and motivate

people into action.

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Print Ad

The print ad focuses on land pollution. It exaggerates the consquences of what happens to the

earth when you do not throw away your trash. The advertisement is split down the middle as a

comparison. Crest’s logo is on the clean-dirt side to further associate Crest with Earth Day’s fight

for less pollution . The headline is the tagline that is used with all of the creative pieces. The body

copy has some information about Earth Day as well as asking for participation from the audience.

The style of the print ad is layed out in a poster style. There is minimal copy and it is picture heavy

because the picture is so powerful.

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Web site Banner

The banner is set to Facebook size of 851 pixels by 350 pixels. Facebook is the quickest way to

get information out through sharing pictures and articles. Earth Day uses this kind of promotion to

involve everyone in their target audience. The idea behind the banner is air pollution. The birds

are seen flying from a dirty smog filled sky to a cleaner sky over a pond. “Evolve with Earth” is the

headline because it represents how society needs to help evolve the earth by protecting it from

smog; this is the idea behind Earth Day as well. The Crest logo makes this a corporate ad by

supporting Earth Day 2016.

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Conclusion

Earth Day is a celebration that showcases the importance of the planet, and advocates keeping it

clean and healthy through different measures. By participating in this yearly tradition, one can learn

how to live a more environmentally-conscious life. Crest supports keeping the planet clean and

healthy just like Crest supports dental health. Through it’s corporate advertisments, Crest will call

upon it’s audience to help “Evolve with Earth” by turning off the faucet or picking up trash. Be the

helping hands the planet needs this year by celebrating Earth Day 2016.

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References

America’s Favorite Brands: Crest. (2014). Retrieved January 30, 2016, from

http://www.americasgreatestbrands.com/volume6/pdf/Crest.pdf

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Crest Ushers in new era for toothpaste with Crest pro-health [HD], A two-step system for a

healthier mouth and whiter smile. (2015). Business Wire.

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Earth Day Network. (2016). The History of Earth Day. Retrieved from: http://www.earthday.

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Oral Hygiene Industry Profile: United Kingdom. (2014). Oral Hygiene Industry Profile: United

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Procter & Gamble. (2016). Crest History. Retrieved from http://news.Crest.com/about/

history

Procter & Gamble. (2015). Environmental Sustainability. Retrieved from

http://us.pg.com/sustainability/environmental_sustainability

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