CREATIVE BRIEF
DENTYL MOUTHWASH
BRAND
Dentyl Mouthwash
TYPE
Coursework
DATE
2022
MODULE
Advertising Fundamentals
This project marked my first experience developing a full Creative Brief, challenging me to translate Dentyl’s business objectives into a clear creative direction. This project required extensive market and consumer research while ensuring the brand’s essence remained central throughout. The process strengthened my ability to craft focused, effective briefs and reinforced the importance of planning, organisation, and strategic thinking within the advertising process.
THE BRIEF
To develop a Creative Brief for Dentyl Dual Action mouthwash, explicitly following the IPA template and aligning with the brand’s brief contextual information given in advance.
THE CHALLENGE
Dentyl is perceived as less distinctive, overshadowed by competitors in a market with little differentiation. It lacks influence (reviews, WOM), relying on old adverts and with no modern character.
OBJECTIVES
- Differentiate Dentyl from competitors and associate the product with good oral hygiene and confidence, improving value perception.
- Encourage behavioural change of adding mouthwash to a routine.
INSIGHT
“If I were to buy a watch, it would need to be more than just a timepiece; it should be an expression of my personal style, a symbol of craftsmanship, and connect me to a story that authentically resonates with my values.”
(Provided by the creative brief)