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

Charu Aggarwal Harish

Campaign details

Brand owner: GSK
Agencies: Grey Group Asia Pacific and Maxus
Brand: Polident Denture Adhesive Cream
Country: Malaysia
Channels used: Branded content, Events and experiential, Print - general, unspecified, Product and other sampling, Radio, Television
Media 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 not realise is that for them simple pleasures like eating, singing and laughing are difficult to enjoy. They feel shy and tend to become a 'social recluse', because they are worried that their dentures will fall out if they eat or sing too loudly.