For havas media group
Let's make CB12 a bit more interesting?
Problems, benefits, ideas.
SITUATION
Looking through the business category
we can definitely say
there's a total cliche communication among brands.
Cliche "Happy family"


Cliche "That's how I look like".

Good try.

But looks also fake.

Study? Really? Do you believe in what you advertise?

So we can go further than our competitors
because of lack of emotions!
PROBLEM
Brand fights against bad breath.
It is negative
Let's create
positive emotions
instead of negative.
It is small
Apple company talks
about perfection and lifestyle
but not about computers.

Because talk about surface problem is not catchy.

It is boring
BENEFITS
NOBODY REALLY COUNTS
The product has its benefit — 12 hours mouthwash activity.

But let's do not talk about this benefit. Nobody really counts.
Let's talk about real benefits
on different themes
like
KISSES
POWER OF FRESH BREATH
IDEA
Did you know?

70% of teens say bad breath is an instant turnoff.

Teens are the power of social media so let's talk to them.


KISSES
Let's talk about why.

Why do cb12 exists?
BECAUSE WE WANT TO CREATE MORE SWEET KISSING MOMENTS
BY CREATING CB12 MOUTHWASH!
I took the key message
"may your kiss will be pleasant, not nasty"
and created 4 posters.
It is crazy, funny and might have a virus effect by using through social media.
idea monopolisation = monopolisation of kisses

Kissing Place

We will create a kissing place in every capital among of selected countries.

Why?

Because people love to find some creative ads on the street where they can make a photo and share it through social media.
Sponsorship with Vloggers.

YouTube — is a power nowadays.
There a trendy kiss challenges among YouTube bloggers.

So we will work with big bloggers to promote CB12.

Why?

Because CB12 is about kisses!


Stickers

We will create funny stickers about morning and stinky kisses.

Why?

Because it's a reason to joke about your girlfriend or friend! :-)
OPPORTUNITY
(power of fresh breath)
Let's talk about why.

Why do cb12 exists?
BECAUSE WE WANT
TO EMBODY OPPORTUNITIES
BY CREATING CB12 MOUTHWASH!
We all have fears. We afraid

1. to be rejected
2. to be unsuccessful
3. to be funny (in a bad sense)
4. to feel weak
SO LETS STRUGGLE
AGAINST
FEAR
I took the key message
"You can overcome regrets with CB12 "
and created 2 posters.
Good stories are driven by conflict.

So we can create the conflict that will catch men's target group.
idea monopolisation
Sponsorship with Vloggers.

This time we will sponsor bloggers who make pranks on the streets.

Why?

Because CB12 is about struggle with fear / possibility to get what you want


Advertising in Tinder app.

People will see promoted account of CB12 with certain message.

Why?


Because CB12 is about possibility to get what you want.
Linkedin and others

As we talk about opportunities we certainly should talk to people who search for a job.

Why?

Because CB12 is about struggle with fear / possibility to get what you want


Brand gives real help

I truly believe that good communication and advertising can help people.

What do I mean?


For example, CB12 can offer real help people in preparing for job interviews.

It could be weekly seminars of how you need to talk on the interviews or how to become a nice specialist.



TOTAL
WE WILL STAND FOR SOMETHING
WE ARE DIFFERENT
WE CREATE EMOTIONS
THANK YOU!
Made on
Tilda