The challenge for GSK’s small gum care brand, parodontax, (Corsodyl in the UK) was to convince consumers to switch from regular toothpastes to its products that also treated gum disease.
A single advertising creative idea was deployed internationally to maximise media spend and increase share of voice.
Ads outperformed on awareness and likelihood to persuade consumers who do not habitually treat gum disease to buy the brand. Incremental sales of almost £50m were generated and parodontax became the world’s fastest-growing multi-market toothpaste brand.
This strategy won an award in the 2018 IPA Effectiveness Awards - see film below.