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June 21, 2012 / Stephanie Vermillion

Publicis class trip: insights on advertising from global industry leaders

When your morning starts off having class at a global advertising agency (Publicis), with the ad world explained via Don Draper (yes!) or Pete Campbell (ugh), and analyzing one intuitive ad after another with the experts, you know it’s going to be a good day. Especially when we’re talking about two of my favorite subjects — oral care and the wonderful world of marcomm.

Our lead presenter at Publicis was Ed Reynolds, Account Director for Procter & Gamble’s oral care division. He shared industry insights into the world of global advertising, including a humorous yet accurate analysis of a hot topic in our CM 738 class: what the British say, and what they actually mean. (Here’s a BBC article highlighting several of these examples).

After our British analysis, he led us through the advertising process for particular briefs and showed us how Publicis created its impressive campaign for both the Oral-B Pulsonic Sonic Toothbrush (the slimmest and lightest pulsonic toothbrush), and the Oral-B CrossAction Pro-Health Toothbrush (which brushes the entire mouth, not just teeth, increasing oral care benefits).

Not only was I in heaven because of the detailed advertising analyses, but I was also enthralled with the oral care discussion itself. After just one week rooming together in London, Amy couldn’t believe how often I brush my teeth … but when Ed told us that in Brazil it’s accepted and encouraged to brush three times or more a day, I knew where my next travel destination needs to be. (I’m a three to five times a day brusher and daily flosser — basically the perfect heavy-using customer for Oral B).

But we can backtrack from my dental hygiene for now because I’m sure you’re all so interested. Instead, I’ll highlight the creativity that went into Publicis’ campaign for promoting the Oral-B Pulsonic Sonic Toothbrush. Its product differentiation is its slimness, being the slimmest pulsonic toothbrush in the market, which allows the customer more bathroom counter space and no more bulky sonic toothbrushes. And what better way to promote “slim” features than through models at a fashion show? Here are a few photos of this strategy I found online:

Model with Oral-B Pulsonic Toothbrush (https://i2.wp.com/i33.tinypic.com/10q9m3m.jpg)

Model on runway with Oral-B Pulsonic Sonic Toothbrush (http://i33.tinypic.com/10q9m3m.jpg)

Model with Oral-B Pulsonic Sonic Toothbrush on runway, (https://i0.wp.com/www.societystylist.com/wp-content/uploads/2009/09/caravan-2-682x1024.jpg)

Model with Oral-B Pulsonic Sonic Toothbrush on runway, (http://www.societystylist.com/wp-content/uploads/2009/09/caravan-2-682×1024.jpg)

Our Publicis field trip was a great way to learn from professionals in the global ad field, and helped get us in gear for our upcoming internships that begin July 9. And in addition to expanding my advertising knowledge, this Publicis field trip helped me realize my dire need for a new toothbrush, because my dinky travel brush just wasn’t doing the job (and wasn’t as pretty). So as of yesterday, I’m the proud owner of an Oral-B Pro-Expert CrossAction pink toothbrush, and my teeth, gums and mouth couldn’t be happier.

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