we believe it takes an inspiring story to make people buy
Years after the end of cola wars the consumer is now being made to witness the oral care war. We are not interested in your marketing wars and hence we are not listening.
A classic case of wars between the boardrooms of competing brands. A micro micro view of what matters to the consumer.
COLGATE SENSITIVE PRO RELIEF – 2X more effective
PEPSODENT PRO SENSITIVE – Repair and relief
SPOT THE DIFFERENCE?
Pepsodent came in with a non clinical approach to oral care, but recently you can see the presence of a dentist in its communication.
Does that mean the consumer is not buying anything but the ‘dentist recommended’ story?
I’d say not. What may be happening here is both are going for the other guys share.
From my extensive experience on the oral care category, oral health is the last thing on anyone’s mind. In fact a visit to the dentist is considered an ordeal because it is a problem solution place. Colgate carries out an Oral Health Month each year where they offer a free dentist consultation and the response are dismal.
I think it is the ‘doctor story’ we are not buying. It is strengthening the belief of – oral care is problem based. If oral HEALTH is something you wish to promote, I say knock off that dentist story. Dentist is a doctor and we have a problem solution relationship with the doctor.