Polident Kilauan Emas: Breaking a psychological barrier & improving lives of denture wearers

GlaxoSmithKline were looking to encourage product trial of its denture adhesive cream Polident and build engagement with denture wearers in Malaysia.

Polident Kilauan Emas: Breaking a psychological barrier & improving lives of denture wearers

Charu Aggarwal Harish

Campaign details

Brand owner: GSKAgencies: Grey Group Asia Pacific and MaxusBrand: Polident Denture Adhesive CreamCountry: MalaysiaChannels used: Branded content, Events and experiential, Print - general, unspecified, Product and other sampling, Radio, TelevisionMedia budget:500k - 1 million

Executive summary

This is the story of Polident Denture Adhesive, a brand that created a need that was non-existent in the consumer's mind.

Most of us have loved ones who are denture wearers. But what we may...

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