Creative Brief ņ Teeth-Retain TEETH-RETAIN The Problem Teeth-Retain Toothpaste is an iconic brand that is increasingly losing its brand awareness among its young adults because it is not considered cool or niche enough. At the same time, millennials are taking less care of their teeth. The Facts • 3 in 10 millennials studied only brush their teeth once a day. Operating profit in Australia decreased 6% in 2020. The Target Audience Millennials (1981-1996) and Next Generation (1997+) in Australia. The Big Picture Everybody needs toothpaste, but how does one choose from the aisle with a seemingly endless amount of options? The toothpaste market is very oversaturated, and brands do not stand out because they all advertise the same benefits. The problem is that millennials crave cool, new niche brands that offer something more specific or different, like being organic or charcoal based. Gone are the days or just adding a flavour to a toothpaste to make it sell. We need to be more creative and innovative if we are able to retain and grow market share. The Objective Increase sales of oral Teeth-Retain products by the millennial market share and increase awareness in the next generation of consumers. This can be done through educating consumers about the benefits of oral hygiene, showcasing the range of our oral hygiene products. Remember the consumers need to see the benefit and value in our products and the brand itself, for the brand to be a favourable option. Background The company cares about people: Teeth-Retain, customers, eholders and busin partners. The company is committed to act with compassion, integrity, honesty and high ethics in all situations, to listen with respect to others and to value differences. The Company is also committed to protect the global environment, to enhance the communities where Teeth-Retain people live and work, and to be compliant with government laws and regulations.