Parodontax – Parodontax – In Your Sink (SILVER)

Client: GlaxoSmithkline
Brand: Parodontax
Campaign: Parodontax – in the sink
Category: Pharmaceutical & Healthcare



From dusty brand to growth comet: beating growth objectives by 250%. How do you change people's behaviours with limited funds? By powerfully confronting current beliefs to make your brand essential. This is what 'In Your Sink' did for Parodontax. On the back of this campaign Parodontax has become the fastest growing Oral Care brand in Europe with growth in the advertised markets of 99%. The gum care segment was underdeveloped in the overall toothpaste market, accounting for just 7% across Europe. Yet gum disease is not a niche issue. Nearly half adults (48%) claim to have suffered from irritated/bleeding gums, yet only 7% of these have ever used specialist toothpastes. This is a major health concern because more teeth are lost through gum disease than from cavities.