1、Prepared by Weber Shandwick BeijingPrepared by Weber Shandwick BeijingnBrand architecture will be introduced in July, and crest counter will be reorganized according to the brand architecturenMake a buzz for brand architecture introduction as well as Crest 10 year anniversary from July September, 20

2、19nEnhance Crests image as the oral care expert for Chinese populationnEmphasize the achievement on personal oral care education for Chinese in past 10 yearsPrepared by Weber Shandwick BeijingnIntroduce Crest brand architecture and further embed Crests image as the oral care expertnAgitate the aware

3、ness of Crest 10 years contribution to Chinese oral health improvementPrepared by Weber Shandwick BeijingnReinforce Crests image as the oral care expert by educating consumers with tangible “brand architecture” instruction nGenerate exposure and TOM awareness by leveraging consumer involvement throu

4、gh various communication platforms nEngage influencers and stakeholders to further strengthen Crests professional oral care imagenBrand architecture embedding EducateEngageExciteAdoptPUSH: Consumer involvement campaignPULL: Brand architecture displayUser TrialSpectatorAwareness Advocator Prepared by

5、 Weber Shandwick BeijingTarget Audiences Newspapers General, Lifestyle & Health TV- News, Health, & Lifestyle Magazine-Health & Lifestyle Weekly- General and Lifestyle Websites Target AudiencesStrategic TargetInfluencer: Government officials, Associations, Renown dentistsConsumer: Genera

6、l consumersMediaPrepared by Weber Shandwick BeijingOption1. 擁有佳潔士擁有佳潔士 你就是專家你就是專家Option 2. 十年傾情十年傾情 佳潔士佳潔士 你的口腔護理專家你的口腔護理專家Prepared by Weber Shandwick Beijingn nCrest accumulates 10 years experiences of serving the Chinese society into the creation of the brand architecture nCrests newly invented br

7、and architecture helps consumers to become their own oral care expertsnCrest will continuously deliver tailor-made products and devices to help improving the oral care status of Chinese, more importantly play the role as a responsible corporate citizen Prepared by Weber Shandwick Beijing擁有佳潔士擁有佳潔士 你

8、就是專家你就是專家Celebration of 10th anniversaryInvites influencers, stake holders & mediaElaborate brand architectureRecap contribution to Chinese society“Love Teeth Plan” contestCooperate with “Super Winner” (超級大贏家) TV program Look for candidates with the most oral care knowledge and well planned love

9、 teeth plan for his/her familyBrand architecture introductionWebsite launchAdvertorial placements“Love Teeth Plan” ContestInvolve consumerExcite consumerInteract with consumerAnniversary CelebrationWin stakeholder endorsementReinforce professional image Communicate Crests contributionsPrepared by We

10、ber Shandwick BeijingConcept Pyramid Engage Consumer(Website competition )Educate Consumer(Brand architecture booklet, Newspaper Adv.)Excite Consumer(TV program)Crest launches the website as platform of “Love Teeth Plan” consumer contestConsumers logon the website to learn about the brand architectu

11、re and design a “Love Teeth Plan” The candidates who design the best plans will be invited to the final contest on TV (If failed to reach agreement with TV program, goes to the final step directly)The TV program designed to deliver brand architecture in both educational and fun ways with optimal bra

12、nd exposureWinners will appear in Crests next TVC or POS and rewarded a prize of 10,000 RMBAdvertorial placement and advertising tag-ons to announce the contest and introduce the brand architectureExplore Various Communication Channels TVCooperation with the most popular entertainment TV program, i.

13、e. CCTV-2 “Super Winner” (“超級大贏家超級大贏家”), nation-wide TV coverageNewspaperAdvertorial placements on China Television Weekly (中國電視報中國電視報), with a circulation of 400,000, nation-wide coverageWebsiteCrest established a new website as the major interactive platform to encourage consumer participationConc

14、ept Pyramid Smile of Hope(Community contribution)Smile of Healthiness(Tailor-made high-tech oral care product)Smile of Confidence(brand architecture introduction)Program DetailsWhen:Sept. 12., 2019Where:BeijingWhat:Crest 10th Anniversary CelebrationWho:Renowned dentists, government officials, associ

15、ation executives, media & P&G executivesProgram HighlightsThe Crest 10th anniversary celebration is divided into three episodes around smile, smile of healthiness, smile of hope and smile of confidenceGift giving connects event programsInvite the first beneficiaries of Crest community activi

16、ties to share with participants about their growth with Crest, thus, witness contribution delivered by Crest Each witness brings a performance as a birthday gift for Crest, in return, Crest introduces the newly invented brand architecture as a present for Chinese consumersSmile of HealthinessCrest e

17、xecutive introduces Crest advance technology on oral care productsVideo playing, re-edited Crest previous TVCsPerformanceFirst lucky drawSmile of HopeCrest community program beneficiaries present birthday gifts to CrestPerformance (by Crest beneficiariesSecond lucky drawSmile of ConfidenceCrest retu

18、rns the favor by introducing the brand architectureThird lucky drawBirthday cake cutting Consumers participate in online contest Consumers learn about brand architecture Consumers compete for entry of the TV program Announcement via print ADV. Launch Crest websiteTV program on airMedia invited to Crest 10 yearsCelebrationMedia publicityAugustJuly SeptemberLove teeth vans deliver brand architecture booklets POS Reorganization of Crest shelves and displaysDistribution of promotional materials Final contest on TV Appre