New flouride chewing gum product & campaign
Fluoride Gum for
America
CREATING A BRAND
Research shows that chewing gum (or chewing anything) after a meal actually removes
85% of the plaque left over from a meal.
Arguably, it’s as good as brushing.
That’s impressive. But toothpaste
also contains fluoride. Could a chewing
gum contain fluoride?
The answer is yes.
There’s a fluoride chewing gum in Portugal. Also, in Japan. The one in Japan is called Xylish. Go figure.
(You might want to Google/You Tube it to sample the various commercials.)
ASSIGNMENT: Create
a Fluoride Chewing Gum brand for America, addressing each of the 5 issues
below. You have $20 million to launch
the product.
1. Name the new
brand of fluoride chewing gum.
2. Suggest the size
and shape of the packaging. Describe (or
show) how it looks.
3. Determine the
target market (primary/secondary)
4. Recommend ways of
promoting the product through advertising and PR.
5. Include at least
two non-traditional advertising means for spreading the word.
Submit your work in at
least two pages.
ScholarMatic: Explanation & Answer
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