Polident Kilauan Emas: Breaking through the shame barrier and improving the lives of sceptical denture wearers

In Malaysia, GlaxoSmithKline's Polident denture adhesive brand faced the uphill battle of creating a need that was non-existent in the consumer's mind.

Polident Kilauan Emas: Breaking through the shame barrier and improving the lives of  sceptical denture wearers

Charu Aggarwal HarishGrey Asia Pacific

Campaign details

Brand owner: GlaxoSmithKlineAgency: Grey Asia Pacific and MaxusBrand: Polident denture adhesive creamCampaign duration: 3 - 6 monthsCountry: MalaysiaMedia budget (USD): $1M-3MChannels used: Branded content, Events and experiential, Print - general, unspecified, Product and other sampling, Radio

Executive summary

In Malaysia, Polident denture adhesive faced the uphill battle of creating a need that was non-existent in the consumer's mind. Wearing dentures often makes...

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