Colgate® - Smart Mask Idea

People don’t know when they have bad breath - it’s almost taboo to even talk about it by risking embarrassment and shame - It’s a private matter.
Our idea is for Colgate® to create a face mask that helps to detect and measure the level of bad breath you may have and then surface product trial to fix it.
Colgate SA releases a smart mask that transforms halitosis into hello.

Transcript

1. Pro-value Idea March 2022
2. Pro-value Idea Contents • Consumer Insight • Environmental Insight • Brand Insight • The Idea • User-journey & ROI
3. The Idea Pro-value Idea
4. One in four people have bad breath and studies have reported that +/-50 percent of the global adult population have it. Consumer insight https://www.colgateprofessional.com/patient-education/halitosis/bad-breath-do-you-have-it#:~:text=Actually%2C%20one%20in%20four%20people,by%20external%20and%20internal%20factors.
5. Because of the pandemic, we’re all mandated to wear masks. Even with the ease of restrictions - Masks are an important part of our everyday lives. Environmental Insight https://www.businessinsider.co.za/face-masks-will-remain-under-regulations-due-after-april-2022-3 https://www.ecr.co.za/shows/east-coast-breakfast/sa-ready-ditch-mask-mandate-immediately/ https://www.news24.com/news24/southafrica/news/devastating-delta-variant-back-on-sas-radar-amid-sudden-uptick-in-cases-warn-mac-insiders-20220325
6. Colgate® is the authority around fresh breath through their wide range of oral hygiene and mouthwash products. Brand insight https://www.c-bstatesman.com/teeth-whitening-products-market-likely-to-boost-future-growth-by-2030-colgate-palmolive-davids-natural-toothpaste-inc-glaxosmithkline-plc-go-natural/ https://patonbrands.com/10-brands-that-black-south-africans-use-as-generic-names-for-products/ https://tisoblackstarevents.co.za/event-news/article?id=sa-s-youth-have-spoken-the-2019-sunday-times-gen-next-winners-announced
7. The Insights Where does our idea sit? Consumer insight Bad breath Over here. Brand insights Colgate® love & trust Environmental insight Everyday masks
8. Pro-value Idea The Idea People don’t know when they have bad breath - it’s almost taboo to even talk about it by risking embarrassment and shame - It’s a private matter. Our idea is for Colgate® to create a face mask that helps to detect and measure the level of bad breath you may have and then surface product trial to fix it. Colgate SA releases a smart mask that transforms halitosis into hello.
9. Pro-value Idea User-journey & ROI 1. The user would wear the mask for the day 2. The PH level of Gram-negative aerobic bacteria is measured. 3. By the end of the day, your result would be revealed: a. Good oral hygiene = QR Code for a 25% Discount as a reward. b. Bad oral hygiene = QR Code for a free trial of a mouthwash product. 4. The user would then scan the code to capture their details in order to redeem their voucher. In doing so, we’re actively advertising Colgate® with the front of our masks, driving product purchase/trial by solving a consumer pain- point, and capturing 1PD that’s driven with intent. https://www.therabreath.com/anaerobic-bacteria.html
10. A Summary Pro-value Idea
12. From Copyright © 2022 Ogilvy South Africa Propriety Limited (“Operating Company”). All rights are reserved. This document/presentation contains confidential and proprietary information and methodology belonging to the Operating Company. No part of this information may be disclosed to others, nor may it be used, reproduced, copied or transmitted in any form or by any means, electronic, mechanical, or otherwise without prior written permission of the Operating Company, and this document/presentation must be returned immediately upon the Operating Company’s request. with love.