Hello Toothpaste
May 2023
I completed this campaign during my course Web and Mobile Publishing. The goal was to create several advertisements, all contributing to the same campaign with a sole message. The message these advertisements are communicating is that Hello Toothpaste has clean and simple ingredients. I wanted fun and bright colors to draw viewers eyes in, without straying too far from the initial color palette.
What is the brand/product/service's background?
Hello Toothpaste is a brand that was founded in 2013 with the intention of making a toothpaste brand that focuses on ingredients and the environmental impact they can have.
Who is the competition? What threats are there?
A lot of well-known toothpaste brands, such as Crest or Oral-B, would be considered competitors to Hello Toothpaste because consumers may choose an opponent due to price point or reliability.
Why are we advertising? What are we trying to accomplish?
We are trying to direct more consumers to switch to using Hello Toothpaste by showcasing the simple ingredients that go into the toothpaste.
Who are we talking to?
The advertisements are aimed at 20-30 year olds who are forming independent habits for adulthood.
What do they currently think? What do we need to overcome?
A lot of consumers currently think that the type of toothpaste they use has little to no effect on the environment, but we need them to overcome this unawareness and offer a better solution.
What do we want them to think? What problem will be solved?
Not only will this toothpaste do a great job with maintaining oral hygiene, but it can help with the consumer’s want to protect the environment.
What is the single most persuasive idea?
That the toothpaste consists of basic and clean ingredients.
Why should they believe it? Is there a tone that might help? What is the psychological, social, categorical, or cultural tension associated with this idea?
The main ideas behind this campaign are simple and clean ingredients. We can showcase this by using logos since we will be showcasing the ingredients and allowing the consumer to come to their own conclusions.