
The marketing and advertising strategies of oral hygiene brands have evolved over the years, with companies like Crest Toothpaste adopting various approaches to attract consumers. From celebrity endorsements to emotional appeals, the evolution of Crest's promotional campaigns offers an intriguing insight into the world of marketing. This discussion will focus on analysing the emotional and rational appeals used by Crest in its advertising strategies, exploring how the brand has positioned itself in the highly competitive oral care market.
Characteristics | Values |
---|---|
Type of Appeal | Rational and Emotional |
Target Audience | Parents and their children |
Rational Appeal | Cavity protection, gingivitis protection, plaque protection, tooth sensitivity protection, tartar buildup protection, breath freshening, whitening |
Emotional Appeal | MJ's image and symbols of success, optimism of MJ fans, implied endorsement, guilt trip, pearly white smile, romantic setting, fun flavors |
What You'll Learn
Celebrity endorsements
Wang et al. and other researchers have found that celebrity endorsements can increase consumer attention and desire for advertised products. This is because celebrities are typically viewed as both attractive and likeable.
However, it is important to note that negative information about a celebrity endorser can have a negative impact on the consumer's attitudes and beliefs. For example, a scandal involving a celebrity endorser can result in negative publicity that can affect the consumer's perception of the endorsed brand.
Celebrity-brand congruence:
Celebrity-brand congruence refers to the match between the celebrity and the brand or product they are endorsing. A good match between a celebrity and a brand is more effective in generating positive advertisement evaluations, which can enhance endorser believability and advertising effectiveness.
Celebrity-brand congruence has been found to play a significant role in influencing consumer behaviour, including their attitudes toward the celebrity and brand, as well as their buying intention.
Publicity of celebrity:
Publicity of a celebrity can refer to both positive and negative information about the celebrity. Positive publicity can help create a positive sentiment relation between consumers and the product, while negative publicity can have a detrimental effect on the brand image.
Overall findings:
The findings of the studies reviewed suggest that celebrity endorsements, celebrity-brand congruence, and publicity all play significant roles in influencing consumer behaviour, including their attitudes toward the celebrity and brand, as well as their buying intention.
Implications for marketers:
The findings of these studies have several implications for marketers:
- Marketers should allocate more investigation into celebrity endorsements that match with brand image to lead to long-term, positive partnerships.
- Marketers should monitor positive publicity for the effectiveness of their endorsement and try to avoid negative publicity that can smear the reputation and trustworthiness of the celebrity and the brand.
- Marketers should understand how to reach Millennial consumers, who are brand and fashion-conscious and tend to be influenced by celebrity endorsements.
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Emotional appeal
Crest Toothpaste advertisements have employed various strategies to evoke an emotional response from their audience and persuade them to purchase the product. One notable approach is the use of celebrity endorsements, such as Michael Jackson, whose image and success are leveraged to create a positive association with the toothpaste brand. The endorsement implies that MJ, a renowned figure known for his clear skin and tremendous success, also uses Crest, creating a sense of aspiration for viewers.
Crest also utilizes emotional appeal by tapping into the optimism and enthusiasm of MJ fans and others. The advertisement tries to convince viewers that by using Crest, they too can achieve a similar level of success and enhance their present condition. This strategy aims to create a strong link between the celebrity and the product, implying that choosing Crest will lead to a higher quality of life.
Another emotional appeal used by Crest is the portrayal of a mother and son preparing for bed, with the child imitating the adult's toothbrushing habits. This evokes a sense of nostalgia and family values, sending the message that good oral hygiene habits start at a young age. The phrase "The healthy way to grow up" further reinforces this emotional connection, suggesting that using Crest is essential for a healthy and happy childhood.
Crest also leverages emotional appeal by featuring a romantic couple in their advertisement, with the tagline "Get closer." The ad depicts the couple engaging in intimate activities, such as holding each other and sharing a kiss, implying that using Crest will lead to a closer, more intimate relationship. This strategy targets individuals in relationships or those seeking relationships, evoking a "warm and fuzzy" feeling and creating a sense of romance and intimacy.
Additionally, Crest uses humor to evoke a light and whimsical mood in their advertisements. For example, they feature Peter Brady, a television character known for his squeaky-clean image, unable to start a family portrait motorcycle. This juxtaposition of the everyday and the absurd provokes laughter and makes the audience more receptive to the persuasive message.
In conclusion, Crest Toothpaste advertisements effectively utilize emotional appeal to connect with their audience and influence their purchasing decisions. By leveraging celebrity endorsements, family values, romance, and humor, Crest creates a positive and persuasive image for their brand, evoking a range of emotions from optimism and aspiration to intimacy and warmth.
Ethos and credibility
Crest Toothpaste has been marketed as a credible and trustworthy brand through various strategies. Firstly, the name "Crest" itself implies high quality and standards, suggesting that the toothpaste meets rigorous criteria. This implication of quality is reinforced by the brand's longevity and recognition, with Crest being the first toothpaste recognised by the American Dental Association (ADA) for its effectiveness against cavities. The ADA seal serves as a further testament to the product's credibility, assuring consumers that they "can't go wrong" with any ADA-approved toothpaste.
Crest has also leveraged endorsements from admired figures to enhance its credibility. For example, one of their commercials featured Michael Jackson, a renowned musician and dancer, implying that the product is extraordinary and of equal quality to MJ's talents. This association creates a positive link between the admired figure and the toothpaste, tapping into the optimism of MJ fans and other consumers.
Additionally, Crest's advertising campaigns have utilised visual appeals, such as showcasing people with bright, healthy smiles, to instill a sense of trust in the brand. These visuals imply that using Crest leads to improved oral hygiene and aesthetically pleasing teeth, aligning with societal norms of smiling being associated with positivity and good hygiene.
The brand has also employed experts to endorse their products, such as featuring a dentist as the announcer in one of their commercials. This expert opinion adds to the ethos of the brand, as viewers are more likely to trust the recommendations of dental professionals. Overall, Crest has successfully established itself as a credible and reliable brand in the oral care market through strategic marketing and endorsements.
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Rational appeal
Crest Toothpaste's marketing strategy includes a strong rational appeal, targeting consumers' need for effective oral hygiene products. The brand emphasizes the various benefits of its different toothpaste variants, catering to diverse oral care needs.
For instance, Crest Gum Detoxify toothpaste is specifically designed to improve gum health by neutralizing plaque bacteria and combating gingivitis. This product appeals to consumers who are concerned about gum health and want a clinically proven solution.
Another example is the Crest + Scope Outlast Complete Whitening Toothpaste, which offers the standard benefits of Crest toothpaste along with the added advantage of Scope freshness. This product promises to fight bad breath germs, ensuring fresh breath for an extended period.
Crest also offers enamel protection with its Densify toothpaste, which helps to rebuild surface tooth density and remineralize enamel, thereby extending the life of teeth. This product is ideal for consumers who want to strengthen their teeth and protect their enamel.
One of Crest's best-selling products is the 3D White range, which includes the Brilliance Vibrant Peppermint Teeth Whitening Toothpaste. This toothpaste not only provides basic oral hygiene but also focuses on stain removal, neutralizing plaque, and reversing early gum damage.
Crest Pro-Health toothpaste is formulated to offer comprehensive oral care by providing protection against cavities, gingivitis, plaque, tooth sensitivity, and tartar buildup. It also includes breath-freshening and teeth-whitening benefits, making it a versatile choice for consumers.
By highlighting these specific features and benefits, Crest Toothpaste appeals to consumers' rational decision-making, demonstrating how its products can address their oral care concerns and improve their overall dental health.
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Target audience
Crest Toothpaste's marketing strategy targets a broad range of consumers, from young children to adults, and even parents. Their advertisements often feature diverse individuals, such as a mother and son, a young couple, or a group of children, reflecting their aim to cater to a wide demographic.
One of their notable strategies is leveraging the power of celebrity endorsements, such as Michael Jackson, to attract fans and those who admire his success and positive image. This approach taps into the optimism and enthusiasm associated with the celebrity, creating a link between the admired figure and the toothpaste's extraordinary qualities.
Crest also recognizes the importance of oral hygiene for people of all ages and backgrounds. Their products are designed to meet the oral care needs of everyone, with options for those seeking gum health, fresh breath, whitening, enamel protection, and all-around protection. This inclusive approach ensures that Crest appeals to a diverse audience with varying oral care priorities.
Additionally, Crest understands the influence of parents on their children's oral hygiene habits. Their advertisements may include rhetorical questions that resonate with parents who struggle to instill good dental habits in their kids. By presenting their toothpaste as a solution to this common challenge, Crest effectively targets parents as a key audience.
The brand also leverages visual appeals in their marketing. They use striking images, such as individuals with beautiful hair and skin, to create an idealistic fantasy that appeals to consumers' emotions and intellect. This approach reinforces the idea that using Crest will make one more attractive and healthy, creating a lasting impression on the target audience.
Overall, Crest Toothpaste's marketing strategy is inclusive and far-reaching, aiming to build strong oral care habits and appeal to a diverse range of consumers.
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Frequently asked questions
The emotional appeal of Crest toothpaste is created through the use of celebrity endorsements, such as Michael Jackson, and the implication that using Crest will result in a brighter, healthier smile. The brand also evokes a sense of trust and credibility by associating itself with well-known figures and creating a link between their success and the quality of the product.
The rational appeal of Crest toothpaste is the promise of protection against cavities, gingivitis, plaque, tooth sensitivity, tartar buildup, and bad breath. The brand also offers a range of specialized formulas to address specific oral care needs, such as gum health, fresh breath, whitening, and enamel protection.
Crest creates a strong impression on its target audience by focusing on the importance of oral hygiene and the impact it can have on one's social and professional life. The brand also targets parents by addressing the challenge of getting children to practice good dental hygiene. Additionally, Crest emphasizes the effectiveness of its products by highlighting their recognition by the American Dental Association (ADA) and their ability to address a wide range of oral care concerns.