VCU Brandcenter - Scope Mouthwash Integrated Campaign

Scope Mouthwash is currently losing market share to several of its competitors. Our objective is to make Scope relevant by positioning the product as a confidence builder.

Our integrated campaign uses non-traditional media placed in / on airplane seating trays, buses and bus shelters, subways, taxi cabs and restaurant sidewalks. Communications also include Rich Media web banners, a microsite, a widget designed for handheld devices. We have also recommended a package design change.

Art Director: Jay Adams
Copywriter: James Wood
Strategist: Katie Fitzgerald
Brand Manager: Jessica Colbert

Category:

Education

Tags:

• VCU
• Brandcenter
• Scope
• Mouthwash
• Integrated
• Campaign

[telafonic]

Doesn't Procter and Gamble own Scope and Crest? Although Crest mouthwash, even though it is known to stain teeth, is (was) gaining market share, Procter and Gamble still win in the end.

[melonnut]

Hey i was wondering...where did you get your market share information for scope ? I've been looking every where and i can't find it.

[vyongs]

I am going to apply brandcenter for fall term I hope I can study in VCU

I am thinking of Art direction or creative technology ~

[vyongs]

Nice presentation !

I like your idea