Jacqueline Phillips
Aim Toothpaste
Objective: To reposition Aim by framing its “retro-features” as appealing to a new target market segment, VALS Strivers, while retaining its existing market base, VALS Makers
My Roles: I worked on research, strategy, and copy.
For Magazines
Copy:
Aim Toothpaste takes a dive into the classics and reminds us what our parent's told us- the right stuff just works.
NO matter how old you are, Aim toothpaste is there to make your smile you! With every brush you can expect fresher breath, stronger tooth enamel, and white teeth
A Tube for All Rationale
We chose to go "retro" with this ad, and evoke a feeling of nostalgia by mimicking the classic "Brady Bunch" title sequence. By doing this, we are going along with this trend of vintage and classic looks we are currently seeing in our society. We wanted to show that no matter who you are, you can use Aim toothpaste and it will work for you. That is why we diversified the images of people smiling. We also played on the thought process that items from the past last longer and work better. That although this product has been around for a while it will still work great!
What's Poppin' Rationale
We also played on nostalgia in this ad, by bringing back memories of using a candy machine as a child. Along with that we wanted to use it as an oxymoron because candy can cause cavities, even though we still eat it. With this ad, we focused on the health benefits of Aim. That Aim will protect your teeth, even after eating a sweet. We wanted to show that Aim is the solution to an on-going problem that people face.
Copy:
Bubblegum, but also your smile.
Candy. A major reason to smile, but we all know that candy can be the reason your smile no longer shines.
With the right toothpaste, you no longer have to worry. Aim strengthens tooth enamel and fights against cavities to protect you from all that sweet sugar.
Next time you drop that coin in the candy machine, look out for some AIM. No gimmicks, no extras. Just the stuff you need when you eat the sweets you want.
Toothpaste that does the trick.