Corsodyl - Starting a revolution in oral health

Andrew Niven and Claire Taylor

Fourteen million people a year suffer from bleeding gums. This paper outlines how from 2008–2009 ‘The Campaign for Healthy Gums’ meant Corsodyl gained the biggest growth from one of GSK’s smallest brands, through hard-hitting advertising which mimicked public service announcements showing the shocking impact of gum disease.

Corsodyl - Starting a revolution in oral health

Principal Authors: Andrew Niven and Claire Taylor – MediaCom

Contributing Author: Liz Boulter – Grey

EDITOR'S SUMMARY

Corsodyl is a medical brand that's become a household name. As one of the fastest growing brands within the GSK portfolio, Corsodyl has been a welcome new product range to the 14 million people a year who suffer from bleeding gums. This paper outlines how from 2008-2009 ‘The Campaign for Healthy Gums’ meant Corsodyl gained the biggest growth from one of GSK's smallest brands, through hard-hitting advertising which mimicked public service announcements showing the shocking...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands