MARKET BACKGROUND Oral Hygiene concerns of Filipinos constitutes a large toothpaste market which has an annual growth rate

of 3.3%. This led the toothpaste market with a share of 51.7% in the Philippines. Based on the past records, the Colgate-Palmolive Company holds the name of being a leading player in the toothpaste market. The Colgate-Palmolive came into the country at an early stage, and has captured the majority of the market in the country. Mouthwash, dental floss, and other related products have been introduced by oral care companies to widen their market share. Single-serve sachets became more popular than regular tubes of toothpaste which led to a greater demand. These are commonly used by office workers or employees because of its convenience. Moreover, single-serve sachets fit their low monthly wages. Although, currently, Filipinos' usage of toothpaste are declining due to lower household income, competing firms are maximizing the exposure of their various products by making it affordable and appealing to the masses. They need to strengthen their relationship with their consumers so that their own consumers will stay loyal to them. Companies producing toothpaste, toothbrush, mouthwash, dental floss, and such which concerns oral care of Filipinos are continuously presenting and campaigning their products' benefits in the market. This leads into more people entering the oral hygiene market and therefore increases the potential consumers of Close-Up. INSIGHT Young adults today usually belong to a circle of friends made of both males and females. They like to be adventurous with their friends and in the process, their barkada becomes closer ; oftentimes that the circle already has young couple/s among them or would end up having a newly-formed couple/ s. Having lunch together in school or work, shopping at the mall, playing any sports together, working out with each other, outdoor adventures- these are the usual activities we have noticed that young adults do with their friends. This led us to our insight as we also belong to a barkada, and we like to engage in adventures in our own ways. We also observed that many groups of friends already have a young couple within them or the group ends up forming a new couple because of their close friendships. One of us even experienced seeing his two high school friends become a newly-formed couple who are within a barkada. Because of the twos mutual companionship within their stay in high school, their relationship as friends blossomed into something romantic as time passed by. This is a similar case that also occurs to other sets of young adults. We could also infer a good example of this case from the popular TV series, How I Met Your Mother. They were just a group of five young adults when they first met and from that point, they went on adventures together and even had two of their members become husband and wife at one point.

CAMPAIGN IDEA Close-Up gel toothpaste helps young adults confidently take on adventures and develop deeper relationships with their friends. The aim of our campaign idea is to promote Close-Up gel toothpaste as a confidence-booster whenever a young adult is with his/her friends and put away any insecurities in communicating with

them. Sometimes, unconfidence gets in the way in establishing better conversations with friends and it is important to gain that confidence to just be an open book to your friends. With that, they can be as adventurous as they like and be closer to each other. COMMUNICATION STRATEGY There will be two phases: the launching phase and the sustaining phase. Standing banners and Facebook side ads will be utilized for the teaser part of the launching phase. A 30-second TV commercial, magazine ads, a Youtube channel and a photo-liking contest will be used to promote CloseUp gel toothpaste.

CHANNEL EXECUTIONS The launching phase would feature standing tarpaulins in major groceries to serve as teasers for the launch of the new commercial. Side ads on Facebook would also be used for the teaser to lead the target market to the official Facebook page of Close-Up so they will have updates in their news feed often. The promotional tools for the teasers will run for about two months. A new 30-second commercial would eventually debut in TV; it starts with a female and male young adult brushing their teeth in the morning with Close-Up gel toothpaste and they would set off to school. They are both in a similar circle of friends and this circle of friends would be seen in the commercial in a camping scene where they will just talk and laugh and confidently opening up their stories to each other. The TV commercial will air once in-between top-rating shows for young adults in the networks ABS-CBN, ETC, GMA, Star World and Studio 23. For print, magazine ads would be utilized. The magazines which specifically targets the young adults would be used to directly cater more to the intended audience. The magazine ads will start by June, when classes usually start in the Philippines. A Youtube channel would also be dedicated for Close-Up to give the audience an easier access to the TV commercial. There would also be a contest that will basically need groups of 5 which will compete in a photo-liking contest. The photos should feature the five members in front of different places wearing their big smiles and showing their teeth. The photo will be accompanied by a story of how Close-Up helped them achieve confidence and take on adventures with each other. CAMPAIGN EFFECTIVENESS Our campaign which emphasizes friendship and adventure can have a desired change in consumer behaviour by incorporating that Close-Up can make them feel that they belong with a certain social circle. They can experience the spirit of adventure while using Close-Up and the value of friendship. They can experience the confidence they need when dealing with their friends. Close-Up can help them find their confidence inside them and share it with their group of friends.

Ayan, can you see me? Eto, when you say IMC, composed yan ng Adver, Sales promotion, PR, tapos ganito:

Theme of the campaign

Hindi ko alam papano ito i-merge tatlong cells, pero dito ang iisipin ninyo, ano ba talaga ang message na gusto nyong sabihin, for example: Overall theme: Two hearts, one dream, one smile Tapos papano mo icocommunicate etong message na ito? Magaadvertise ka ba? anong sasabihin mo? Papano mo execute? Yung public relations mo, papano mo cya gagamitin to support your campaign? Online marketing ba? etc. Events ba? Speed dating? Magiinvite ba kayo ng press people during the event? What will be newsworthy sa campaign? How will your sales promotion augment your adver and PR?

Tapos pag naisip nyo na, dont forget to go back to the theme. Are you still communicating the message na consistent with your theme? Advertising Above the line (TV, Radio, Print) Public Relations Below the line (Non traditional media, like events, activities, social media hype, etc....) Sales promotion Below the line (Non traditional media, like events, activities, social media hype, etc....)

Of course, you have to start with this: Ano ba yung existing positioning nya? Sino ba si close up kung tao cya? Identify mo yung kanyang Age, gender, income, social class, education, occupation and all. After that, ask youself, do you want to communicate to this audience? How will you spice up their interest? To answer your question: go back to the basics. Ano yung mga basic emotions ng tao? Pinaka primal. There are five diba? Positioning muna: Colgate is pampamilya, hapee is pampamilya too, close up is pang mag boyfriend What is so primal about hapees messages? smile, happiness, etc. What about close up? In my opinion, its about seduction (attracting the opposite sex thru beautiful smile) What about colgate? protection against cavities, plaque and tartar What is so primal about close ups campaign? the hope of finding your significant other, in my opinion. So there you go, identify your audience, and sell an idea to them. Come up wtih a campaign, tapos gawa ka ng above the line and below the line...

Sorry, mali pala yun table ko kanina, i-edit ko lang.... Sure. may sense ba yung sinusulat ko? haha... oh sige, let me know your thoughts. Dont show this to other profs ha. All of them are my opinion. Baka maraming experts dyan who can find loop holes sa mga ideas ko. Im just a humble thinker, unlike many... =)

Identify your target audience, come up with a theme, then execute nyo through adver, PR and SP