Polident: How the Silver Generation got their songs back

This case study describes how Polident, a denture adhesive brand, created a singing competition for seniors in Malaysia in order to increase sales.

Polident: How the Silver Generation got their songs back

Charu Aggarwal Harish and Alix ToothmanGrey Asia Pacific and Grey London

Summary

Polident is an adhesive paste that fixes your denture in place in your mouth. It is used to provide strong all-day hold, and it also helps to seal out food particles.

This is a story about Polident, and the power of the unconscious.

Polident's launch model was not having the desired impact in Malaysia. We had launched on the platform of excellent product performance, but the target simply didn't see the need for a fixative of any sort,...

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