I will give you a brand scenario, please help me analyze its Messaging strategy and Media objectives, strategy and tactics.

 

Messaging strategy: Based on your new found understanding of the target and their lifestyle, and the benefits your product brings to that, to get you thinking about the potential/most influential messages (plural) that might best engage your audience.

 

Media objectives, strategy and tactics: to get you thinking about how you are going to get your message to the right audience at the right time.

 

Brand：Zendium

 

 https://www.facebook.com/Zendium/ 

More information about how Zendium is different to other toothpastes: https://www.nature.com/articles/bdjteam2018176.pdf 

 

Zendium is Scandinavian toothpaste brand marketed by Unilever throughout most of Europe and the Middle East. The special active components of Zendium are different to all other toothpastes: three types of pro-biotic enzymes, which are also produced naturally in saliva to support the 'good bacteria' in the mouth and combat the 'bad bacteria'. The formula is based on the enzyme research of the Dutch scientist Henk Hoogendoorn, and scientific studies have shown these enzymes improve oral health when they are added to toothpaste.

 Other toothpaste brands base their formulas on incorporating the maximum legal amount of fluoride, and a variety of strong flavours to give consumers a fresh 'feeling', and a foaming agent called sodium laurel sulphate (SLS) to make the brushing 'feel' more effective. SLS is also the main active component in detergents, body wash, shampoo and washing-up liquid. SLS has been questioned by medical experts as potentially harmful and the cause of irritation and damage to mucous membranes in the mouth. Zendium contains no SLS. 

Colgate is the Australian market leader, but the category is extremely competitive. While Zendium is one of the main competitors to Colgate in Scandinavia, it is unknown in Australia. However, Zendium has decided to launch its toothpaste into the Australian market in October. 2023. The advertising objective is to achieve a top-of-mind awareness of the difference between Zendium and other toothpastes, among 25% of adults 18-30, across Australia, by October 2024. 

The client is very open-minded to creative ideas but is still somewhat careful because this is a personal-care/health-related product that must be positively perceived by audiences.