1. (For Discussion and Decisions)
Sensodyne 2006
YOW! Review
(For Discussion and Decisions)
July 13, 2005

2. Agenda 1. Setup / Reason for Meeting 2. Marketing Objectives / Target
3. Creative
4. Trial Mechanics
5. Media Options
Determinations
Next Steps

3. Program Objectives
• Drive trial among younger, more affluent sufferer/non-treaters
Make Sensodyne cool and relevant to their lives and lifestyles
Marketing Overview

4. Yow! Strategy
• Educate target in a fun way of the problem of sensitivity-causing triggers
Make Sensodyne the easy, immediate solution
Create simple instant sampling opportunity
Deliver the message before, during, and immediately after the point of pain
Marketing Overview

5. YOW! Educates Ten Triggers • Ice Cream • Citrus & Acidic Food/Drinks
• Hot Coffee
• Hot Tea
• Chocolate & Supersweets
• Cold Beverages
• Ice Cubes
• Cold Air
• Snow
• Whitening/Bleaching
• Vinegar
Content

6. YOW! Creative

7. Sensitivity Triggers with the Biggest “YOW!” factor!
The cold & hot stuff you want —
but don’t want —
because you have sensitive teeth
Creative

8. Creative Approach • Informational – demonstrating
Trigger foods and drinks
Other triggers
Humorous to a young, iconoclastic target
Stylized illustrated caricatures
Guy (Jake) and Woman (Tara) with huge smiles
getting themselves in all kinds of sensitive situations
Sensodyne provides the solution
Urge to Action has an immediate trial mechanism
Creative

9. Brand Image In These Posters • Intelligent • Witty • Tech-conscious
• Problem-solving
• Product as hero
• Understands and is simpatico with
• target lifestyle
• target needs
Creative

10. Yow #1

11. Yow #2

12. Yow #3

13. Yow #4

14. Yow #5

15. Yow #8

16. Creative

17. More Triggers
Creative

18. More Triggers
Creative

19. Illustration Styles
Creative

20. Illustration Styles
Creative

21. Illustration Styles
Creative

22. Illustration Styles
Creative

23. Illustration Styles
Creative

24. Claim

25. Trial Generating Mechanisms
Asking For A Response They’ll Give
While there are many trial mechanisms like rebates,
coupons, mail-ins, etc., anything that requires more
than a single simple step will significantly reduce
number of trials with this instant gratification oriented
audience.
Trial

26. Instant Trial Mechanism
Cell Phone
Consumer text messages YOW to a short code phone number.
They immediately receive a phone call where via voice they can give us name and mailing address
Fulfillment
Mailing labels automatically created for the samples
Consumer's profile added to the brands CRM database
Trial

27. Simple Trial Mechanism
Website
Log onto website like
FreeSens.com
Sensodyne.com
WayCoolHotStuff.com
Input name and mailing address
Fulfillment
Mailing labels automatically created for the samples
Consumer's profile added to the brands CRM database
Trial

28. Urge To Action

29. Messaging At the Point of Pain Napkins Cups Sleeves Tabletents
Menus (i.e. Cheescake Factory)
In-restroom advertising
Backbar posters
Postcard racks
Messaging

30. Messaging Before and After the Point of Pain Outside select venues
Ice cream shops
Coffee shops
Bars
Restaurants
Bakeries
Going in and coming out
Bus stop posters
Outdoor billboards
Guerrilla fence posters
Etc.
Messaging

31. Media Targeted Promotional Media
Free Trial offer delivered in appropriate outdoor and in magazines
When possible, the trigger of the trial-generating promo ads should match the editorial content of the publication or location.
As in running "Chopper'd
in a cycle magazine
Or running "Face Plant'd
in a snowboarding book
or at a ski resort

32. Determination Review
Creative
Trial Mechanisms
Media
Other
Decisions

33. Possible Next Steps GWP Grey Coordination Meeting
• Rework posters to meet meeting determinations
• Create options where appropriate
• Establish Budgets and Timetables
Grey
• Media team to present agency recommendation
and media schedule to Brand Group
Coordination Meeting
Decisions