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Category
Collateral / Posters - Campaign
Annual ID
11232A
About the Work
Brief:
Pepsodent is a challenger brand in toothbrush category. Innovation is necessary to steal the market leader's consumers. Pepsodent introduced Torsion, the toothbrush with flexible head that can reach food in difficult places.
Solution:
Lowe avoids the typical competitor's advertising style that demonstrates the toothbrush superiority in clinical/scientific manner. Instead, the focus is placed on the benefit, or rather, the real danger of food leftover in the teeth. Creative solution is to exaggerate what happens when food stays too long in the teeth, a disturbing consequence that is aimed to motivate consumers to choose Torsion.
Location/Scale: These ran in the national papers and as point of sale posters in Jakarta, Indonesia.
Pepsodent is a challenger brand in toothbrush category. Innovation is necessary to steal the market leader's consumers. Pepsodent introduced Torsion, the toothbrush with flexible head that can reach food in difficult places.
Solution:
Lowe avoids the typical competitor's advertising style that demonstrates the toothbrush superiority in clinical/scientific manner. Instead, the focus is placed on the benefit, or rather, the real danger of food leftover in the teeth. Creative solution is to exaggerate what happens when food stays too long in the teeth, a disturbing consequence that is aimed to motivate consumers to choose Torsion.
Location/Scale: These ran in the national papers and as point of sale posters in Jakarta, Indonesia.
2011 Awards
Total Points: 5
Merit
Credits
Art Director
Adam Pamungkas
Creative Director
Din Sumedi
Photographer
Peddy Suryadinata
Writer
Bondan Eko
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