Study task 9 - Final outcome and evaluation design boards

Study task 8 - Initial ideas and development design boards

Study task 7 -research and rationale design boards

Colgate research

Colgate’s long-standing claim that more than 80 per cent of dentists recommend its toothpaste is “misleading” and must never be used again, the advertising watchdog has ruled. 

The Advertising Standards Authority banned the slogan after finding that a poster campaign for Colgate was in breach of advertising rules. The claim, which has appeared on posters and adverts, is based on telephone surveys of dentists and hygienists carried out by the manufacturers. 

However, the ASA found that the survey allowed each dentist to recommend more than one toothpaste. “The claim would be understood by readers to mean that 80 per cent of dentists recommend Colgate over and above other brands, and the remaining 20 per cent would recommend different brands,” the ASA said.

The television advert for Colgate Total featured a woman saying: "As a nurse, I keep people healthy by fighting bacteria", as on-screen text stated: "Representation of nurse."

She was then shown visiting her dentist, and said: "So I was shocked when my dentist showed me all the bacteria in my mouth, the cause of most dental problems. He recommended I switch to Colgate Total, and wow. The bacteria was practically gone."

It ruled that the ad must not appear again in its current form and told Colgate not to imply that products were endorsed by healthcare professionals in future unless that was the case.

Colgate Palmolive is a worldwide producer and distributor of household, healthcare and personal care products. It is a global leader in the oral care hygiene market, with a market share of 42.1% in the global toothpaste market and 32.3% in the manual toothbrush market. However, the company has had a relatively challenging fiscal 2018 so far, largely due to due to rising commodity costs and volatile exchange rates, in addition to weak category demand in many key markets. Despite this, the company’s net sales were up 4% year-over-year (y-o-y) while organic sales grew 1% y-o-y, largely driven by volume growth of 2% and flat pricing globally in the first half of fiscal 2018.

Colgate is the market leader in the toothpaste industry, with having many toothpaste variants, including a children’s range. According to a 2015 report by market research company Kantar Worldpanel, Colgate is the only brand in the world purchased by more than half of all households.
In 2018, Colgate faced controversy with their advertising long-standing claim that more than 80 per cent of dentists recommend its toothpaste with it being named “misleading” and advertising watchdog stating that they must never use it again. Colgate’s children’s toothpaste uses the likes of Minions, Barbie and recognisable cartoon characters, until recently. They have added the addition to the characters with their own range of Colgate ‘smiles’ that use the C’ of Colgate to create a series of smiling faces. With Colgate having many variations of toothpaste, they have different layouts, however the red logo is always incorporated and the use of blue is also very prevalent.

competitor research

Aquafresh- Slice has created three cartoon-style characters called the Nurdles, which are meant to communicate to parents and children the importance of a dental hygiene routine.

Each Nurdle has been designed to appeal to one of three age groups: Milk Teeth (0-3 years), Little Teeth (4-6 years) and Big Teeth (6 plus years).

The packaging for each sub brand uses different primary colours and logos to make them easily distinguishable on shop shelving.

The Nurdles will also appear as animated characters in a TV campaign promoting the range.

crest - 

In 1988, Procter & Gamble released a new kind of toothpaste made with sparkles. Meet Sparkle Crest For Kids! The only catch was that, as the name implies, this toothpaste was made for tackling kids’ cavities. Sparkle Crest For Kids was made with Fluoristat, the special cavity-fighting formula used by Crest to prevent cavities.

research - captain aquafresh

The campaign, which launches on Monday (14 July), features a new superhero, Captain Aquafresh, defending teeth against the sugars found in foods such as chocolate, cereal and bread. It aims to promote Aquafresh’s new range of sugar acid protection toothpastes, which it has introduced to its everyday oral care sub-brands including “Fresh and Minty” and “Complete Care”.

 As a brand we have to find ways of engaging on things other than price at point of purchase

Beyond the TV campaign, GSK will be running print and interactive digital ads, as well as a launching a big push in stores to “bring Captain Aquafresh to life in the aisle”. The initial campaign will run for 8 weeks, with further pushes planned for later in the year, including social media activity.

dental problems research

Millions of British parents could be putting their children’s health at risk by not knowing the facts about kids’ dental care, according to research.

A quarter of adults don’t think it matters if their kids develop cavities in their baby teeth, and admit to a lack of knowledge about oral health in children.

And nearly a third of parents in the UK wait until their children have all their milk teeth before taking them to the dentist for the first time, according to the study of 1,000 parents with kids under 13.

“It is essential that parents regularly take their children to the dentist as soon as their baby has their first tooth or turns one – whichever is sooner.

More than half of parents in the UK stop helping their children brush their teeth too early, and two thirds had no idea what kind of toothbrush their child should be using.

Parents also admit to confusion over fluoride in toothpaste, with half saying they don’t check or wouldn’t know how much should be in their toothpaste.

One in 10 parents would happily give their child a drink of fruit juice after brushing their teeth and before going to bed.

And almost a third would happily give their young ones a glass of milk before bed, which is now understood to be a cause of tooth decay due to the natural sugars it contains – especially after teeth-brushing time.

“more than 9,000 tooth extractions were performed in hospitals in England on children aged one to four throughout 2015 and 2016”.