Colgate

In today’s day and age, Americans have become obsessed with health and beauty. Whether it be the way that you look or how you take care of yourself, everyone has a least something they worry about everyday.  Colgate is an oral hygienic brand that has been around since the early nineteenth century. Over the course of centuries, Colgate has evolved from simply focusing on maintaining the health of your teeth and gums to also focusing on the brilliantly white smile that consumers of all ages want to achieve.

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Brand Selling Points

Twenty three years after Colgate-Palmovile had their start in the oral hygienic business, they began selling the first toothpaste in a collapsible tube. Not only did they reinvent the way that toothpastes were created and sold, all other oral hygienic brands ditched the powder toothpaste formula and went to sticky pastes sold in tubes as well. Nowadays, the only kind of toothpaste you will find anywhere is in a collapsible tube.

The Colgate logo design has only changed a few times since its debut in 1806, therefore it has design consistency and remains a familiar face to consumers.

The advertisement below displays two final brand selling points that are absolutely key to keeping a brand alive.  The ad starts by asking “Are you totally ready… to meet her family?” and we see a millennial man brushing his teeth. When you are dating, the day you meet the parents of your significant other is one anxiety ridden, yet exciting day.  The last thing you want to worry about is having bad breath or a yellow smile. The concept of this advertisement is genius, as it is relevant and taps into the emotions of all people who have experienced the norms of dating. Everyone can relate to the rush of adrenaline and hoping that they look their absolute best before meeting the parents.

But it doesn’t just stop there. Having clean and beautiful teeth is important everyday.  Thanks to Colgate, you can be totally ready for life.

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“Are You Totally Ready?”

https://www.youtube.com/watch?v=7D5Ei_csn0M

 

Just a couple miles away from San Jose State University resides a large orange and purple building known as Downtown College Preparatory. When passing by the high school, it’s hard to ignore its vibrant colors and the ad banners that are hung around the fence – even when you’re driving frantically through a yellow light just to get to class on time. At a glance one can gather that Downtown College Preparatory is a free and public charter school looking to enroll students from middle school to high school. Its audience is for parents seeking a higher form of education that is close to home for their children. Most private high schools in the Bay Area come with a hefty price but Downtown College Preparatory has kept a very good reputation over the years. Their value is priceless to families living in or near Downtown San Jose because you do not have to pay for your child to receive quality education. This school’s message is thoughtfully displayed through its logo: someone, presumably a young adult, holding a torch. This ad is definitely logos because it tells you everything you need to know: if you’re interested in enrolling your child, here is the number to call to find out more. It’s simple yet very effective.

Willow Glen, a small neighborhood with a wonderfully lit up downtown area, has been a place for wholesome activities for decades. The city of San Jose and the Willow Glen Business Association recently ended their annual event of live music and entertainment after going for fifteen years. The tradition was slowly dying out and longtime Willow Glen residents were finding it hard to cope with the changes. What was once known as a safe, peppy and sweet neighborhood had lost its charm. BBQ in the Glen was announced shortly after and ads have been posted all around Downtown Willow Glen. This one was found taped to the window of Main Street Burgers. This ad most definitely targets Willow Glen residents, specifically those who are forty years old and older. This age range represents those who grew up in Willow Glen and never left. The message they are trying to portray is to bring forth a sense of community. Although the value of Willow Glen has gone through changes, it has never strayed far from being a community focused  on love. This ad is definitely pathos, as it encourages residents to build a sense of community by stopping by and challenges any residents who might be interested in competing in a barbecue competition. It’s loving, it’s wholesome and the design is pleasing to the eye.

Thanks for joining me!

Good company in a journey makes the way seem shorter. — Izaak Walton