THE BRIEF
Introduce Pearlie White salted toothpaste as a new variant in the Malaysian toothpaste market.
KEY MESSAGE
Pearlie White is an expert in teeth whitening toothpaste, now with salt scrub for an extra whitening and anti-bacterial function.
TARGET AUDIENCE
PRIMARY : Middle to upper class Most likely between age 25 - 35 Working adults who are in the industry that requires meeting people (Clients, customers, bosses, etc...)
People who are appearance conscious.
People who are appearance conscious.
SECONDARY : Generally, people who wants a toothpaste that works for a brighter and whiter set of teeth.
STRATEGY
"SEAL THE DEAL WITH YOUR BRIGHTEST SMILE."
This is a copy based campaign. Every headline written carries the same message but are written differently. The ads are then placed on locations which has relations to the scenario in the headline.
BILLBOARD
Subway platforms, where working adults are usually going to work
PRINT
Posters in office buildings
WEB BANNER
On job searching sites
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