“But we do advertising better than anybody”, we told them. “You didn’t produce”, Procter growled as Gamble snarled through grimaced, Crest -streaked pearly whites, “You didn’t advertise it Right!” (They are such a lovely couple.)
We can’t, for the life of us, figure out why it didn’t sell. Lets see how we advertised it, and maybe you can tell us where we screwed up.
80% of all people with a toothbrush look here first. So this is where we targeted our advertising first.
- We hit all of the usual and customary sites, including Who’s Who in Luxury Toothpaste and Luxe Dental Portfolio.
- We even put it on Craig’s List.
- A also did a custom Website with a virtual tour of a good mouth brushing and a Dental Tips Blog.
The Dental Registry (DLS):
We’re all over it, and Dental.com (DAR) too.
We did co-branded television and print campaigns. They were saturative, and based on focus group findings of what people most expect in their high-end toothpaste.
- Campaign spokesanimal was Bugs Bunny.
- Footage of Bugs had starlight filters on his two front teeth, which sparkled a plenty from every angle.
- Featured celebrity endorsements from Mr Ed, Francis the Talking Mule, Bucky Beaver and a cable television special targeted to the youth demographic of Butthead getting his braces off. (Like Butthead, we still couldn’t score.)
Coordinated print campaign that ran concordant to television spots.
- Bugs was featured first, with teeth prominent in all print ads. (Starlights added graphically to teeth.)
- Included Scratch and Sniff Pages in Vanity Fair, Cosmopolitan and other high profile publications.
National PR campaign to generate news, plus “Name That Rabbit” contest in local newspapers.
Postcard campaign to everyone in our data base who has a mouth.
- Point of Purchase Displays.
- End Aisle Free Brushing stations w/ teaser samples.
We were exhausted when it was all over. No stone was unturned in our effort, yet no sales.
What Did We Do Wrong?
That is the question. And we have no idea.
- With everything we did, why could we not sell Crest for $35.00 a tube?
- What can we do to stop Procter and Gamble from giving someone else this opportunity?
- What does selling Crest for $35.00 a tube have to do with selling a house?
We appreciate your feedback.
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