Create a colgate wisp print ad. Il attach some examples of what it should look like from previous submissions. ill also add hid pdf he provided of background information. you can use canvas its free...

Create a colgate wisp print ad. Il attach some examples of what it should look like from previous submissions. ill also add hid pdf he provided of background information. you can use canvas its free due today by 10pm ny ctime sent back to my email address [email protected]





build (1).jpg Pump Room Pump RoomPump Room Welcome to the Pump Room! Our private gym room offers a comfortable, clean, and safe workout spot, without the noisy crowds. Check out our website for more information & enrollment www.thepumproom.com New members will have a free week trial and will be trained with our personal trainers. You will have access to top-of-the-line equipment that includes weights, a treadmill, a squat rack and etc. Our gym room is available for rent by the hour, making it the perfect option for those who have a busy schedule or need flexible workout times. Colgate Wisp We Love to Make You Smile A FRESH CLEAN BREATH WITHIN SECONDS ! Y&R Global Communications /GTD Colgate Wisp: Creative Review /GTD * Launch Objectives Expand TB business beyond traditional toothbrushes Establish and grow on-the-go platform to deliver $100MM+ incremental NS Strengthen Colgate’s innovation credentials Induce users of fresh breath products to make Colgate Wisp a regular part of their grooming routine * /GTD * IMC Creative Brief Key Insight: Projecting the right image is important to me Key consumer benefit: Introducing Colgate Wisp… little enough to keep with me at all times, to clean my mouth whenever I need to Reasons to Believe: A mini-brush with a freshening bead for use on the go. No water needed. * /GTD Development History Successful US Bases II Results4/07 Advertising development begins4/07 Qualitative-Round 19/07 Qualitative-Round 22/08 Qualitative-Round 34/08 Key Learnings Size matters Usage must be “pregame” Key Learning Tonality and setting must be relevant to the target /GTD Target Selection Target selected based on propensity to use Wisp Identified people with greatest propensity to use Wisp (MRI, Simmons, TGI) Profiled potential users /GTD Who are we talking to: Connection Cravers Source: MRI Spring 2007. Index vs. total adults. Weighted by Collective Psychographics 50/50 Male/Female Split Age 18 - 34(56%) Core 22 – 26 Live in Urban/Suburban areas Slight Affluent Skew Median HHI: $61K Demographic Psychographic In a state of flux. . . Have a bit of disposable income that they are willing to spend on themselves Highly social -- life is about making connections Always “on” -- life can happen at any moment Always out and about, burning the candle at both ends /GTD * Category Attitudes Basic oral care needs: Clean teeth, fresh breath Toothpaste brands a bit boring and scientific Looking for products to help them project an attractive image Bad Breath Paranoia -- mints, gum, breath strips Bright White Teeth -- at-home whitening, whitening toothpastes Demand rapid results “Noticeably whiter teeth in 5 days,” “freshens breath in an instant” * Being young is no longer fun & easy but difficult /GTD * Why does Wisp connect with the target? Extremely busy group constantly on the go (The New Busy-ness) Spends much of day and night away from home Wants to project clean, attractive image at all times Feels need to clean teeth when on the go When exposed to Wisp, target instantly sees relevance to their busy lives * /GTD The Strategy Attach “Wisping” to a relevant usage occasion inherently linked to connecting Own the preparation for the kiss -- the “pre-game” to make the right impression Wisp works better than mints and gums because it not only freshens, it cleans /GTD * Colgate Wisp is the easy way to clean your mouth without water anytime, anywhere, so. . . If you’re gonna kiss, Wisp. Unlike gums or mints that only freshen, Colgate Wisp actually cleans your mouth -- you wouldn’t want to kiss without one. IMC Platform Key usage occasion: Preparation for kissing * /GTD /GTD