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CASUAL AGENCY

Confidential Strategy Proposal · 2026

“FIRST
BECAUSE
WE CARE.”

Curasept S.p.A. × The Casual Agency — the proposal to make your brand as powerful on screen as it is on shelf.

CASUAL AGENCY

The Curasept story · Saronno, Italy · Est. 2001

BUILT ON
INNOVATION.
25
Years of innovation
Italian oral care pioneers since 2001
40+
Countries
Present across 4 continents
300+
Employees
Global distribution network
#1 IN ITALIAN
PHARMACIES
★ ADS® System — international patent since 2002
First non-staining chlorhexidine in 40 years of the field

You were the first to solve chlorhexidine staining — the Anti-Discoloration System was the first genuine innovation in chlorhexidine in 40 years. That kind of science earns the right to lead. This proposal is about making sure your digital presence reflects the brand you’ve already built.

★ European Federation of Periodontology Partner 10% Revenue Reinvested in R&D Biosmalto — 7 Years Research Triple-Blind RCT Validated 🔒 Social media analytics — awaiting platform access
CASUAL AGENCY

Social media audit · June 2026 · @curasept_official

THE
HONEST
TRUTH.

We reviewed your Instagram, TikTok, Facebook, and LinkedIn before writing a single line of this proposal. Here is exactly what we found.

Engagement
Recent Instagram posts averaging 5 likes. TikTok content achieving 4 likes, 0 comments, 0 saves. A brand present in 40+ countries posting to near silence on social media.
CRITICAL
Language
Your Italian-language content serves the home market well — but it is the only layer. A parallel English-language layer would open the other 39 countries overnight. Right now, global reach stops at the first frame.
OPPORTUNITY
Content Format
Stationary carousels, no animation, no motion. Nothing in the first 3 seconds earns the watch. On a platform built on short attention spans, static is not a style choice — it is surrender.
FIX IMMEDIATELY
Production Quality
A 25-year scientific brand deserves production that is both scientifically correct and cinematically beautiful. AI content should capture the emotion, the sensation, the feeling of the product — not just what it does, but what it feels like to use it. Not just any AI. AI that is indistinguishable from real.
FIXABLE
CASUAL AGENCY

Specific issues identified

FIVE
THINGS TO
FIX.
01
No Hook
The first 3 seconds don’t earn the watch. A static blue background with text is not a reason to stop scrolling. You have one second to earn attention — right now, it is being lost on every single post.
02
No Story
“Bad breath could happen. But why?” informs — it does not move. Information without emotion does not earn a save, a share, or a follow. The brands winning right now make people feel something first.
03
One Language, Forty Markets
Your Italian content works at home. But you are present in 40+ countries — and most of them cannot share, save, or act on content they cannot understand. A parallel English layer is the single fastest reach unlock available to you.
04
Missing the Feeling
The most powerful oral care content sells the sensation, not the product. The euphoria of fresh breath. The confidence of a clean mouth. Mints and gums have understood this for decades — they sell the feeling, not the ingredient. Curasept has that story in abundance. The production just has to be extraordinary enough to tell it. AI content that looks like AI undermines everything. Undetectable — or it stays in the studio.
05
No Brand Voice
“First Because We Care” was one of the strongest campaign lines in oral care — inclusive, warm, and human. Your current social has none of it. That voice still exists. It just needs a stage.
CASUAL AGENCY

The new oral care landscape

CREATIVITY
IS THE NEW
CREDIBILITY.

The brands winning in oral care right now are not winning on science alone. They are winning on storytelling. The science is already there for Curasept. The story is what is missing.

01
The Creative Is the Influencer
The new wave is not just celebrities. It is creators with a point of view — people with craft, consistency, and an audience that genuinely trusts them. That trust is what converts.
02
Stop-and-Watch Content
Content earns its view. A calculated hook, clean visuals, a story that takes you somewhere unexpected — then the swipe becomes a save, and the save becomes a sale.
03
Brand Identity Over Frequency
The oral care brands with momentum have a visual language so consistent you recognise them before you read the name. Posting more without identity is just more noise.
04
Inclusive Beats Aspirational
People do not share content that makes them feel excluded. The brands growing fastest right now reflect every person who cares about their health — not just an ideal version of one.
CASUAL AGENCY

Case studies · The Casual Agency

WE KNOW
HOW TO
DO THIS.
DENTAL · ORGANIC GROWTH
Dr. Rhona Eskander
Chelsea Dental Clinic, London
200,000
Views — 15 days — zero paid
4,100
Saves
150,000
Replays

The concept: Chelsea Dental Clinic is for everyone — every age, every background, every face. The marketing was subconscious. People shared it because they felt seen, not because they were sold to. One reel. Zero budget. That is what content built to earn attention looks like.

AUTOMOTIVE · PRODUCTION
ŠKODA Auto
International — Serbia · Montenegro · UAE · Spain · Ukraine

Introduction Animation. Produced for and deployed across all ŠKODA international dealership outlets worldwide — used internally and across all social platforms.

Social Media Content. Ongoing production for the main brand across Serbia and Montenegro, now expanded into UAE, Spain & Ukraine.

Belgrade Handover Centre. Multi-film production for ŠKODA’s pilot project — global internal showcase, design award entry, and public launch.

CASUAL AGENCY

Who we are

AI FIRST.
HUMAN
LEAD.

The Casual Agency. Studios in London and Prague. We build content that earns attention, not just fills a calendar. AI is our production engine. Human judgment is the quality filter. The two are inseparable — and that combination is what a brand like Curasept needs.

●  7 Days a Week
Open communication, always. UK and Prague time zones, seven days a week. A call, a message, a quick check-in — any time, any how. You speak directly to the people doing the work.
●  The PULSE™ Standard
If the AI production reads as generated, it does not leave our studio. The bar is not “good enough for social.” The bar is indistinguishable from real production. Every brief. No exceptions.
●  Dental & Healthcare
From viral dental reels to clinical brand campaigns, we produce for the dental and healthcare space. We understand the science, the standards, and what patients and audiences actually respond to.
●  International Production
Content and production across the UK, Czech Republic, Serbia, Montenegro, UAE, Spain and Ukraine. The reach to match a brand with 40+ country distribution.
CASUAL AGENCY

Strategic direction · The Casual Agency proposal

“FIRST
BECAUSE
WE CARE.”

The concept

You already wrote the best tagline in oral care.
We just need to put it back to work.

And the timing is yours. 2026 is your 25th anniversary year. There is no better launch window for a new social era than the year you celebrate a quarter-century of caring.

Position Curasept as the oral care brand people feel — not just the one they trust, but the one they follow, share, and recommend unprompted.

Italy to the world. Curasept is Italian-made — and that carries real weight. The Italian ethos of bella figura, of caring for yourself with craft and intention, of quality as a non-negotiable — that is a story worth telling globally. Not just a product. A way of living that the world already wants.

Science made human. Your ADS System, your CHX innovation — told in a way that earns the save, not just the scroll.

Inclusive by design. Every age, every background, every market. Content that speaks to people, not at them.

CASUAL AGENCY

Content strategy framework · How we execute

FOUR
CONTENT
PILLARS.
01
Educate
The ADS System. The CHX science. Your product innovation. Made digestible, animated, and worth saving — because understanding a product is the first step to trusting it.
02
Inspire
Real people. Real moments. The confidence after treatment. The daily act of caring for yourself. Oral health as something worth feeling, not just doing.
03
Engage
Hook-led. Animated. Dynamic. Content built to stop the scroll, earn the comment, and get forwarded to someone who needed to see it. This is where reach grows.
04
Elevate — PULSE™
AI-native production at broadcast quality. Brand campaigns, product hero pieces, mini-adverts — every frame indistinguishable from real, every piece built to move someone. Our highest standard of work.
CASUAL AGENCY

Visual identity · Built from your brand guidelines · Pantone-true

YOUR
WORLD. IN
FULL COLOUR.

We read your Brand Visual Identity and your 25th Anniversary guidelines before designing a single frame. Every piece of production lives inside this system — and our lime only ever signs the work, never replaces yours.

Curasept Blue
Pantone 286 C · #0032A0
Primary — trust, science, authority
Light Blue
Pantone 2985 C · #5BC2E7
Secondary — freshness, clarity
Anniversary Pink
Pantone 700 C · #F2ACB9
25th Anniversary identity — 2026
Clinical White
#FFFFFF
The Curasept base tone
TCA Lime
#C8FF00
Agency signature — the maker’s mark
TCA Black
#000000
Cinematic base — PULSE™ production

Typography, already aligned. Your brand system pairs Gotham with Helvetica Neue. This entire proposal — and every template we build — is set in Helvetica Neue. We were inside your system before we ever sent it.

CASUAL AGENCY

Investment · Choose your package · All prices per annum

THREE
PACKAGES.
Foundation
£28,983
£2,415 / month equivalent
1 Production Shoot / year
PULSE™ Production — 4 / month
Social Media Management
Captions, scheduling, community response
Establishing a consistent, high-quality social presence from day one.
Growth
£38,896
£3,241 / month equivalent

Everything in Foundation, and:

PULSE™ Production — 6 / month
Filler Content — 4 / month
SM Management + Stories
Monthly Data Tracking & Reporting
Scaling output with data to understand what drives results.
Full Partnership
£78,950
£6,579 / month equivalent

Everything in Growth, and:

3 Production Days / year
PULSE™ at Scale — 8+ / month
Full Social Rebrand
Multi-Language Content
Influencer + Clinic Outreach
Mini Adverts & Giveaways
Daily Posting & Full Analytics
Everything Curasept needs to lead the category.

All packages: 60% upfront on signing · All content belongs to Curasept · Every script approved in Notion before production · Packages are fully adaptable to your priorities

CASUAL AGENCY

Optional add-ons · Available alongside any package

BEYOND
SOCIAL.
01
AI WEB APP
AI Dental Health App
A web application where users photograph their teeth to receive an AI-generated visualisation of their ideal smile — with the option to connect with an online dentist. Fully integrated lead capture (email + mobile opt-in). Turns passive brand engagement into a direct data asset for Curasept, and a genuine reason for users to return.

Lead generation · Brand engagement · Conversion pathway

02
EVENTS
Event Rollouts
Full event production from concept to clean-up. Venue sourcing, influencer attendance management, tickets, pop-ups, product giveaways, and on-the-ground content capture. Curasept as an experience — not just a product on a shelf. Every event becomes content that outlives the day it happened.

Venue · Influencers · Tickets · Pop-ups · Giveaways · Content

CASUAL AGENCY

The partnership structure

CLEAR
AND
SIMPLE.
Ownership
All content produced belongs to Curasept. No exceptions, no licensing clauses. It is yours from the moment it is delivered.
Approval
Every piece of content is approved in Notion before a single frame is produced. Full script visibility, full creative control. No surprises.
PULSE™ Standard
We do not deliver AI content that reads as AI. If it does not pass as real, we rebuild it. This is not a preference — it is a hard standard on every brief we accept.
Availability
UK and Prague, seven days a week. Full open communication, any time. You speak directly to the people doing the work — no waiting, no middlemen.
Payment
60% upfront upon contract signing. Remaining investment allocated monthly across the agreed contract period.
Reporting
Monthly performance reports across all active tiers — what worked, what did not, and what is being adjusted for the following month.
CASUAL AGENCY

The next step

READY
WHEN
YOU ARE.

Review and confirm your preferred package — we are happy to adapt any tier to Curasept’s specific priorities

Share your brand guidelines and we will integrate them into the full content system before production begins

Production begins as soon as agreements are signed — no waiting, no delays

THE CASUAL AGENCY
thecasual.ai · hello@thecasual.ai
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CURASEPT S.P.A.
Saronno, Italy · curasept.com