CLIENT [fake, class-assigned client]: TheraBreath                                                                                                                     PRODUCT: TheraBreath Oral Rinse

AUTHOR: Kelley Deveny                                                                                                                                 DATE: 9/8/22

 

1. WHAT’S IMPORTANT TO KNOW / UNDERSTAND ABOUT THIS PRODUCT AND WHAT’S THE CURRENT  SITUATION SURROUNDING IT? 

 

TheraBreath was created by Dr. Harold Katz, the brand’s founder, over 20 years ago. Since 1994, it has become one of the US’s top five largest oral care companies, and the largest privately-owned oral care manufacturer in the US. TheraBreath oral rinse is different from other mouthwash because it doesn't mask bad breath, but rather attacks germs and controls bacteria in the mouth for a deeper and longer-lasting freshness of breath. The product line for oral rinse includes ten different flavors/functions such as Whitening Fresh Breath, Dry Mouth, Invigorating Icy Mint, and Healthy Gums. The standard bottle ranges from $9.95-$13.95, depending on the flavor and purpose of the product. TheraBreath Oral Rinse can be purchased online from the company website or big retailers such as Amazon, as well as in many convenience stores such as Target and Walgreens. Currently, Therabreath Oral Rinse in the Icy Mint flavor is the top-selling mouthwash on Amazon.com. 

 

2. WHY IS NOW THE RIGHT TIME TO ADVERTISE THIS PRODUCT? WHAT’S HAPPENING IN SOCIETY  OR CULTURE THAT’S WORKING IN ITS FAVOR? 

 

In the post-pandemic time in which we find ourselves, face-to-face interaction is becoming increasingly more important, as it once was. Having bad breath can have a significant negative impact on interactions with others, especially first impressions, so consumers should be looking for a product that works well to combat this. TheraBreath is the best product for eliminating bad breath because it attacks bad breath rather than simply covering it up, making the fresh breath effect long-lasting. 

Additionally, with an increased concern for health safety, many consumers view oral rinse as a first line of defense against disease and infection. According to Mintel, consumers look for oral rinses with antibacterial properties. Advertising the product’s physical health benefits alongside the emotional benefits of having fresh breath will be effective.

 

3. WHO ARE WE TALKING TO (DEMOGRAPHICALLY)? WHAT DO WE KNOW ABOUT THEM (PSYCHOGRAPHICALLY)? WHAT ARE THEIR LIVES LIKE? 

 

Females, 24-35, $50k+ household income

 

They care about healthcare and self care. Simultaneously, they want to present themselves well when meeting others face-to-face, and want to be taken seriously, especially during professional interactions. 

 

4. WHAT DO THESE PEOPLE THINK ABOUT THIS PRODUCT (OR DO THEY THINK OF IT AT ALL)?

 

Consumers consistently rate the product highly on websites such as Amazon, mentioning its long-lasting freshness power and the high quality taste it delivers. Bad reviews mention the “dry mouth” flavor burning consumers’ mouths, as well as complaints about chemicals in the product which can be harmful to the body. However, it is clear through reading reviews that once a consumer has a positive experience with the product, they will remain loyal buyers for life. 

 

5. WHAT ARE THE MOST VALUABLE / LEAST KNOWN / MOST OVERLOOKED / UNUSUAL OR FASCINATING  TRUTHS ABOUT THIS PRODUCT THAT COULD GIVE IT AN EDGE? 

 

Dr. Katz, the brand’s founder, began his research into the causes and preventative practices for bad breath in the 1990s after his teenage daughter suffered from chronic bad breath, and standard mouthwashes only made it worse.

Additionally, TheraBreath Oral Rinse was recently trending on Tik Tok when consumers posted their outstanding positive reviews of the product, prompting others to buy it and try it themselves. Since then, TheraBreath has been more and more active on the brand’s TikTok account, using influencers to promote the long-lasting power of the product. 

 

6. WHAT’S OUR COMPETITION (DIRECT / INDIRECT / INTANGIBLE)? 

 

Direct - Listerine Total Care Mouthwash, ACT Restoring Fluoride Mouthwash, Crest ProHealth Advanced Mouthwash 

Indirect - Breath strips, chewing gum, breath mints 

Intangible - Perception that mouthwash is an unnecessary step in the oral hygiene process

 

7. WHAT’S THIS PRODUCT’S (A) BIGGEST CHALLENGE AND (B) GREATEST ADVANTAGE (IDENTIFY  ONE OF EACH)?

 

1. Most consumers who use oral rinse are loyal to larger brands, such as Listerine and Crest, giving TheraBreath a disadvantage when placed next to these brand names in the oral hygiene section at retail stores. 

2. TheraBreath functions to actually destroy bacteria in the mouth, an attribute that many consumers look for when purchasing oral rinse.