The case study this time involved attacking Listerine with a new product concept. The winners’ concept was called Dent 4’s, pronounced like ‘dentforce’ with German phonetics.The idea was to remove the toothbrush, toothpaste, dental floss and mouthwash from the bathroom cabinet and replace these with a single 4-in-1 solution. Available as tablets, Dent 4’s were not just designed to be useful as a space saver, they offer convenience as you no longer have to go through four separate dental hygiene regimes – or so the concept. The study group didn’t make a video, but if they had, the memorable and campaignable ‘advertising property’, or unique advertising proposition (UAP), was all the competitors’ products being swept to one side with an almighty crash to make way for Dent 4’s.
The challenge with these tablets probably lies in the fact that they went beyond the original target competitor Listerene to take an aggressive strategic swipe at three other market segments. So I can imagine this could start a spat on an almighty scale as each product segment fights back from every angle, but that is the danger when you target the middle position of a market. Indeed in terms of key customers, it was also targeted at young and old consumers in the bathroom – the whole family!
Congratulations to Group C for their concept, which interestingly was the only case study idea NOT to target people very similar (in actual or desired lifestyle) to the students.