Abstract:

A new creative strategy has been developed for the advertising of Macleans toothpaste. The aim of the advertising is to convince the target audience that Macleans makes teeth clean and strong and hence really healthy. The objectives of the research reported here were to examine the new commercials in the context of advertising for competitive brands and the past Macleans advertisement 'Good Toothbrush' in order to determine:

1. How far the new advertising met the advertising objectives;

2. What competitive position of the new advertising held;

3. What was understood from the end animatic and slogan.