National Campaign Analysis
A. Information about the product/good/service
The Crest 3D White Toothpaste claims to whiten, protect, and strengthen users’ teeth with each
use. This product comes in a few different flavors, artic fresh being the most prominent
toothpaste sold. This product is sold at almost all major retail stores including grocery stores as
well as convenient stores. Mainly found with hygiene products, you can also find this product at
the dollar store, locally owned businesses, and hotels. The price point of the Crest 3D whitening
toothpaste is generally around $2.00 to $3.00 depending on where users purchase it from. One
common method used during selling is to offer a certain number of tubes in one package. In this
case, packages of two are sold around $6.00, while three packs are around $10.00 and four packs
vary between $14.00 and $18.00. Some stores offer discounts on this item and will potentially
offer up to $5.00 off the total price of the toothpaste. However, in some cases the prices of these
tubes of toothpaste will be higher than or lower than their prices at main retailers. For example,
The Dollar Store may offer a travel size tube of this product for only $1.00, while the same sized
tube will be sold for $4.00 at a hotel or airport. This product is most used multiple times a day,
when used correctly. Users brush their teeth with this toothpaste once in the morning and once in
the evening. In terms of locations in which this product is used, the bathroom is mainly where
users brush their teeth. Some underlying factors may prompt users to brush their teeth with this
toothpaste outside, in their kitchen, or in their car. This Crest 3D White toothpaste is used by
those who are aiming to whiten their teeth via toothpaste. Many individuals will combine this
toothpaste with the Crest 3D whitening strips to obtain faster results. Given the toothpastes focus
on user’s teeth becoming whiter because of using this product, users are generally around the
ages of 10-60, with some being older or younger, but sharing the same concern for whiter teeth.
National Campaign Analysis
B. Information about the target market
The target market for this product is individuals who are interested in whitening their teeth with a
product that isn’t too invasive, but gets the job done. From the ads that I have found (shown
below), the target audience for this specific toothpaste is individuals who are interested in having
a “whiter and brighter smile” as well as those who are interested in strengthening their teeth as
well as protecting them. These advertisements are the same, the words used to describe the
product being sold focuses on the benefits of whitening, protecting, and strengthening. Another
similarity between these advertisements is the inclusion of real people smiling. This tactic is
effective as it allows potential buyers to reflect on the image of other individuals’ teeth and
