campaign Implementation Brief
Without a competitive pitch, Gillette MENA Director invited Carassi Caspian in 2002 to handle Gillette account in one of the largest and most significant emerging markets in the Middle East. Gillette owned major FMCG products that heralded Oral-B, Braun, Gillette products and Duracell. The agency while handling Unilever AOR account for creative and media in Iran, was assigned to work on all Gillette products, shavers, foams; Oral-B toothpaste, Oral-B Mouthwash, Oral-B manual and electric brushes, children tooth brush range; Braun appliances and shavers and Duracell batteries. Then PG acquired Gillette and again without any account review the agency landed P&G and Carassi Caspian in collaboration with Publicis London and Dubai, one of the top three agency groups in the world, established a mutual affiliation to handle a wide range of products and brands of Procter and Gamble out of Geneva, Switzerland that included creative, adaptations, media planning, media buying, brand activation, trade marketing, digital and event management.
Carassi Caspian was responsible for the first ever launch of Oral-B Pro-Health under the wings of PG in Iran. The Oral-B campaign which was an adaptation of the international work for Oral-B was orchestrated for an integrated national campaign by the agency. Traditional media, online and major billboards were employed on a national basis to launch Oral-B Pro-Expert. The launch was for the latest innovation in toothpaste effectiveness and performance for deep cleaning with multi-function dental hygiene features. Oral-B was a decade-long incumbent brand for Carassi Worldwide.
Carassi Worldwide prior to handling of Procter and Gamble was responsible for launching Unilever products including Lipton, SunSilk, Dove, Lux and Signal in Iran. Carassi Caspian handling of the account encompassed no fewer than 20 product brands for P&G that included Braun Silk-epil, Braun appliances, Pampers, Always, Pantene, Head & Shoulders, Old Spice, Olay, Herbal Essences, Crest, Oral-B, Fixodent, Gillette Fusion, Gillette Venus, Duracell and other sub-brands that embraced creative adaptation, to brand activation with integrated media planning, media buying and in most cases experiential from sampling, trade marketing to event management.
Problem: To introduce Oral-B pro-Expert as one tooth paste that is many tooth paste brands in one. To further associate the Oral B tooth brush with the new advanced toothpaste.
Solution: Various tooth pastes with specific ingredients are shown that are radiating from Oral-B that projects and highlights the many advantages of Oral-B Pro-Expert. An integrated media campaign was run with aggressive trade marketing and a major event inviting major pharmacy and supermarket chains, dentists and a number of prominent staff from the health ministries. The Vice President of PG in the region and other top executives and distributors were present at the launch event. Oral B in addition to the Crest brand have been a major success in the market. With Oral B and Crest, PG now dominates the dental hygiene market.
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