Advertisement 1: Pepsodent Germicheck for Sweet Crazy India Campaign:

➢ Positioning of Pepsodent Toothpaste in India:

Geographical Target: Both Rural and Urban area
Behavioural Segmentation: Germi check tooth paste, whitening tooth paste, gum bleeding
protection etc
Selective Specialisation: Pepsodent kids for kids which comes in a cheaper variant for the rural
market and Pepsodent Complete toothpaste for the Urban educated class.
Pepsodent products are available for as low Rs 5 tubes for the lower class to as high as Rs 80 for
the upper strata.
Pepsodent positioning with various Ad campaigns like:
• Germ fighting
• Lasting protection for hours
• Dhishoom Dhishoom campaign
• Dental Insurance

The brand basically targets a woried mother who is always concerned about her child’s teeth and
his eating habits.
The Positioning strategy used here is:

Positioning by use or application: Pepsodent Germicheck campaign has positioned themselves

in such a way that if you use Pepsodent daily, then your teeth will be protected from germs and
cavities and you can eat your favorite snacks. Thus pepsodent is not only used as a mere toothpaste
in the morning to brush your teeth but it has added benefits which is solving the concerns of
mothers.

➢ We can say that this advertisement is a part of the Classical Conditioning process:

As the consumer has to use the product over and over again to see the results that their teeth are
cavity free and are healthy.
Before conditioning:
Unconditioned stimulus: Chocolates and sweets
Unconditioned response: Craving of the children to eat them on regular basis as they cant control
their desire for sweets.
After conditioning:
Conditioned stimulus: Use Pepsodent Germi check tooth paste which will keep protect your
teeths from germs for 12 hours straight.
Conditioned response: Children can still continue to eat their favourite sweets and their mothers
can be tension free.
 ➢ Source Factors used:
Direct Source: There is no portrayal of any actor or famous personality here and the company is
is using the people who look like common people so that they can relate to their everyday
problems.
Attractiveness: This characteristic is used by the advertiser here as it is encompassing the
similarity and the likeability criteria.
Familiarity in the way that common people especially mothers would resonate with the problem
that their kids cant resist to sweets.
Likeability: That without compromising the kids sweet tooth and causing harm, they will have
germi check protection. Tension free Mumma!

➢ Analysing Consumer Behaviour:

Problem Recognition:
Here in the Sweet Crazy India advertisement, the problem is depicted by the mothers for their
children who cant resisit eating sweet thing which will lead to further cavity and gum problems.
We can define it as Marketers induced probem recognition because here the marketer i.e the
pepsodent is stating that the mothers shouldn’t be okay with their child consuming so much of
sweets and even if he is consuming, they should switch over to a tooth paste which provide them
germ protection for longer hours.
Examining consumer motivation:
Here he marketer might have used Projective techniques because the concerns of mothers are
difficult to resist and the kids wont understand the reason as to why ther mothers are saying no to
them for sweets.
Thus, the marketer might had gained insight into the consumer values, motives and attitudes by
having them project these internal dielmnas of moms.

Consumer Perception:
Here the Selective attention phase would grab the consumers eyeballs. The Pepsodent
advertisement is portraying that eating sweets on regular basis will result in cavity and dental
problems and pepsodent provides you with a 12 hour germicheck solution. So, if you b rush your
teeth in the morning you can have all your desired sweets the entire day and again brush your teeth
in the night before sleeping.
Evaluation and Attitude formation:
As per the research for Indian toothpaste consumption market, te top parameters for selection of
toothpaste brand is the Brand image, perceived quality, price followed by freshness, flavor and
style of packing.
Purchase and Post purchase decision:
This will indicate that whether the consumer purchases your product based on the advertisements.
Whether their need/concern matches with what your product is offering. And post purchse decision
is basically whether he is satisfied with your product or not. If he makes a repurchase then he will
become brand loyal eventually.

➢ Creative Brief:

1. What is the basic problem that the advertising must address?

Ans The advertising is addressing the problem of cavity elated germ infection in teeth which
is seen generally in kids aged 4-10 years. These kids cannot resist to chocolates, golas, mithais
which generally leads to rising dental problem at an early age.
2. What is the advertising and communication objective?
Ans The objective of this advertisement is to give an easy solution to parents who are
continously worried about their kids dental problem. The kids are notrious and adamant and
wont listen and understand their parents concern about not eating chocolates frequently. The
advertisement is thus communication that you can leave your kids dental health worries on
Pepsodent germicheck and be Befikar!
3. Who is the Target audience?
Ans Customer of pepsodent ranges from fids under 5 to adults over 70 years of age with their
diverse range of products from germicheck to Gum care to Pepsodent kids which is available
in various flavours.
4. What is the major selling idea or key benefit of the product be communicated?

Ans Mothers worry about their children’s' eating habits, more so when they are out of her
sight. They don't want to fight with them over this. But, if they don't do anything, they feel
they are being irresponsible.

Advertising Idea: The selling idea here used is the inherent drama by the advertiser. The
problem depicted by the advertiser is the common issue and is persisting amongst all the
mother’s lives but nobody could realize it. Thus, by getting the right nerve the advertiser is
able to hit the audience by stating that Don't fight with your children over their 'out of control'
eating. Let Pepsodent fight the germs for you.
 5. What is the creative strategy statement?
Ans To heighten concern about germs and thereby leverage Pepsodent's core proposition in
this context. Research helped identify several situations wherein a mother tends to show
anxiety about her child's teeth .This helped us home in on the most relevant and provocative
insight.
6. Who are the competitiors?
Ans Colgate, Dabur and Others.

➢ Creative Strategy used:

This is an Informational Appeal or Rational appeal ad as it is focused completely on practical
and utilitarian need for the product and is also portraying the benefit of using Pepsodent as it will
give a 12-hour germi check protection.
Emotional appeal is also used in this ad as it solves the misery of the Indian Mom about the kid’s
dental hygiene. Here the advertisement is fulfilling the safety and security needs of the target
audience which are basically Moms.
Advertising appeal:
Scientific/ Technical evidence: The advertiser is claiming here your teeth will be protected from
germs for straight 12 hours is backed by clinical evidence. Also, this is a high involvement
consumer product the facts need to be backed by such evidence.
Slice of Life appeal: The ad here is portraying that the mother is worried about her child eating
sweets daily which can cause dental problems while the Pepsodent Germicheck toothpaste is
providing the solution for the same, thus the advertiser is providing with the solution.
Pepsodent ran a lot of TV advertisement and social media posts for their Sweet Crazy India
Campaign.
Persuasion tools and ELM: The persuasion technique used here is Commitment as pepsodent is
trying to make a community of mothers who cannot get away with their kids liking to eat sweets
on a regular basis. Thus, it is selling a product in which the consumers are having say in it.
In the Elaboration Likelihood Model when audience is faced with the pepsodent advertisement
they are likely to face through the central route processing as the advertisers elaborate the
problems that its target market is facing and audience would look through the message content
with high motivation level. Also, by not including celebrity face the advertiser will be able to
connect with the audience more.
Advertisement 2: Pepsodent and Colgate advertisement where Pepsodent
claims that it provides 130% more attack power to fight germs than Colgate.

➢ The Positioning Strategy:

Positioning by product attributes and Benefits: Here pepsodent is setting its toothpaste apart
from its competitors by stating that it has 130% more germ fighting capability than Colgate. Here
the marketer has identified the salient attribute and has displayed well in the ad.
Another strategy of positioning which is used here is Positioning by Competitors wherein the
advertiser has focused on the largest toothpaste selling competitor is India which is Colgate . Both
the brands are competing in the same product class but showing which brand provides more
benefit.
➢ This advertisement is also a part of the Classical Conditioning Process.
As the consumer has to use the product over and over again to see the results that their teeth are
cavity free and are healthy.
Before conditioning:
Unconditioned stimulus: Brush your teeth with your regular toothpaste. In this case of
advertisement one child is brushing teeth with Colagate toothpaste and the another is brushing his
teeth with the Pepsodent toothpaste.
Unconditioned response: Craving of the children to eat them on regular basis as they cant control
their desire for junks like sandwiches and fries.
After conditioning:
Conditioned stimulus:The cavity test meter which checks that when the kids are just about to
have their junk lunch.
Conditioned response: The child who uses pepsodent is happy as he could happily eat his
delicious meal while the other kid is disgruntled a little because his teeths are more prone to cavity
and germ attack.
➢ Source Factors used:
Here direct source factor is used as the message is communicated by a doctor which in minds of
the consumer is a trusted and a reliable person to look for dental related issues. The source attribute
which is used here is:
Credibility: Here he consumer sees doctor as a person who is having relevant knowledge and
experience to give onbjective and unbiased information. We can also say that here both the
dimensions of credibility is applied which is expertise and trustworthiness. If a comparision is
being stated by a doctor consumers would feel that it is legit and trustworthy to buy that product.

➢ Analysing Consumer Behaviour Process:

Problem recognition: The advertiser has used Marketer induced problem recognition
technique as it is trying to say to its consumers that they shouldn’t be content with their existing
product because it is not providing them with the desired benefits, but their product is giving them
scientifically proven 130% mor eprotection than Colgate.
Examining consumer motivation: In the Hierarchy of needs model, the advertiser has focused
on the safety needs of the consumer by giving them the on spot comparision of colgate and
pepsodent toothpast in which who provides more protection.
Perception: It basically means hoe consumer might acquire and use the information from external
sources. The advertiser here uses selective attention of the consumer by comparing it with the
other selling toothpaste i.e Colgate. Thus the advertiser main focus is to gather consumer attention
on the fact that Pepsodent is better than Colgate.
Evaluation and Attitude formation: Here, the evaluation amongst the brand is done by the
advertiser. Also we could see here that marketer is letting only two sets of brand in the consumer
mind by reducing the consumer choices and then making a comparision.
Purchase and Post purchase decision: Here the purchase intention of the consumer matches with
the evoked set of information which help them into making a purchase decision. Also cognitive
dissonance is also triggered in the minds of the consumer as the advertiser has forced consumer
to choose between Colgate and Pepsodent.

➢ Creative Brief:

1. What is the basic problem that the advertising must address?

Ans The advertising is basically making a comparision between Colgate and Pepsodent on
terms of which toothpaste provides more germ protection..
2. What is the advertising and communication objective?
Ans The objective of this advertisement is to reinforce in the minds of the customer that
Pepsodent is providing 130% more germ protection than Colgate. The basic purpose of this
was to make a comparitive advertisement between the two leading brands.
3. Who is the Target audience?
Ans Customer of pepsodent ranges from fids under 5 to adults over 70 years of age with their
diverse range of products .
4. What is the major selling idea or key benefit of the product be communicated?

Ans The key benefit is Pepsodent new product provides additional germ attack power which
is superior to Colgate’s strong teeth. The company has also filed a patent in India as well as
globally for this innovation.

Advertising Idea: The selling idea here used is the inherent drama by the advertiser. HUL’s
latest ad shows two kids brushing their teeth with Colgate and Pepsodent, with both packs
clearly visible. When the children take a cavity test, the voiceover says that Pepsodent
Germicheck is ‘130% behtar’, or superior to Colgate, when it comes to germ attack.

5. What is the creative strategy statement?

Ans the advertiser can name or claim superiority over a rival brand if it’s supported with facts
and substantiated with data. This exactly has been done by the advertiser by comparing it
explicitly by Colgate.
 ➢ Creative Strategy Used:
Here the advertiser has used Competitive advantage appeal where the advertiser has made direct
comparison with Colgate and has claimed that it is superior to it in terms of that it provides 130%
more protection from germs and cavity than Colgate. We can also say that advertiser has also made
Informational appeal by stating that it has clinically tested and is also going to patent their
innovation globally.
Advertising appeal:
Scientific/Technical evidence appeal: Advertiser has cited technical information which is
laboratory and clinically tested and proven fact of 130% more effective than Colgate.
Comparison is another advertising appeal which is used by the advertiser to show the direct
competitive advantage of Pepsodent on Colgate.

➢ Persuasion tools and ELM:

Here the tool of authority is used as a persuasion skill because here the doctor is endorsing
pepsodent and stating that it is more effective than Colgate. People tend to see doctors as a trusted
and reliable figure and anything which they state is believable in the minds of the consumer.
In the Elaboration Likelihood Model, the advertiser has does high level of comparison by making
a scientific claim that their brand is better from their competitors. Thus, the audience would
experience central route processing. Here users know what is important to them; consequently,
they will invest in examining a credible design’s message