Colgate Octagon Soap Advert pitch and presentation

Who are Colgate? Colgate are a world renowned oral care brand. However, years ago they focused more primarily on cosmetic products such as the Octagon Soap. Due to the uncommon appearance of the Octagon Soap here in Britain today, ordering one online costs £45 per bar, however they are still sold in stores in the US for $10 a bar.

Brand Parity and Targets As above, the brand parity in the soap industry involves soaps such as Dove and Neutrogena. These are soaps targeted at feminine audiences as apparent by their tame packaging and adverts. I view the Octagon soap as rustic and rugged in comparison, and thusly I had the idea to try and portray it as a soap predominantly for men between the ages of 18 to 28, as there appears to be a gap in the market for one.

Example Advert for Dove

Just look at it compared to the others.

My generic advert My advert will feature: Fast paced, cut away action shots of a football match between friends on a muddy/rainy day. (4-6 seconds red kits, anchoring) Friends leaving the pitch, covered in mud, (1-2 seconds) One of the players is then in a white room, staring at camera, medium shot. (anchoring) (1-2 seconds) He holds out product to camera as narrator says “Octagon Soap!” (1-2 seconds) He presses soap to his face and then frame switch shows him instantly clean, narrator says strapline, “So good, it scares the dirt of ya!”(2-3 seconds) Players do weird dances as the music kicks in and they look happy, frame switch to product frame with the product and strapline on a white and red background. (5-6 seconds) FIN All in the interest of humour!

Music and Camera Styles The music featured in my advert will be very important to the overall affect of the humour, and if it’s done incorrectly, my advert could suffer as a result. My plan is… The camera styles used in my advert will be mainly close up shots and medium shots for the football scene, a long shot for them walking away from the game, and then medium fixed for the rest of the advert.

Different adverts My advertising campaign is going to consist of many adverts of different lengths for different audiences and platforms. A much shorter length advert is more appropriate for a web page advert for example, and the longest advert would be most suitable for TV or internet stream adverts. I plan to produce 3 (possibly 4) adverts -30 second TV/Stream Advert -10 – 15 second TV advert to coincide with the above -5 – 10 second flash advert for internet web pages and browsers -(A picture advertisement for free apps to display)

Social Media In addition to the advertising campaign, we could set up official accounts on social media sites in order to try and make our adverts turn viral and also to help get a closer connection witch customers, gaining exponential awareness and popularity. This is especially helpful when revitalizing a ‘dead’ product as I have to rebuild the entire fan base of the product.

Any Questions?