SimplyDental Products Inc., is preparing to launch SimplyBrush, a premium toothbrush with ultra-gentle TPU bristles and a replaceable-head design. The challenge lies in positioning this innovative product in a market saturated with big-name brands and electric toothbrushes. The project aims to define a compelling market position for SimplyBrush, identify whitespace opportunities, and develop a launch strategy that captures attention both online and offline. The target audience includes health-conscious women aged 24-45 who are eco-aware and prefer simple dental tools. The goal is to differentiate SimplyBrush from competitors and create a memorable brand presence.

The project deliverables include a comprehensive market positioning strategy, a creative launch campaign concept, and a retail and online shelf strategy. Students will conduct a competitive audit, define SimplyBrush’s unique value proposition, and suggest brand messaging. They will design a launch campaign with a name, tagline, and content angles, and propose influencer types or social micro-moments to target. Additionally, they will review packaging, recommend refinements, and create a mock product page for online listings.