UNIQUE SELLING PROPOSITION < Pepsodent toothpaste boasted of its unique selling proposition with its therapeutic action which cannot be found in any other brand. First they show the costumer what would happen to their teeth if they don’t use a toothpaste. After applying the problem they immediately launch into presenting the solution to it: their very own product, acclaimed by them as gum friendly and prevents the occurrence of gum bleeding. In this advertisement, Pepsodent aimed to take the lead in the market by emphasizing the unique feature of their product in comparison to other brands. For instance, they knew that colgate has already made the consumer believe that their brand is the best in preventing cavities. Likewise, sensodyne stuck with the slogan “the relief for sensitive teeth” in order to compete head-on with these brands, pepsodyne opted to find a unique feature of their product that they could flaunt before the eyes of their costumers. v