Polident: Bridging the generation gap
Mary Zhou
Campaign details
Brand owner: GSKAgency: MediaCom BeijingBrand: PolidentCampaign duration: 28 April to 23 June 2011Country: ChinaChannels used: Online
Executive summary
Polident's challenge was to build brand and category awareness in China, because denture cleansing tablets were almost unknown and many denture users were happy with brushing their dentures in the traditional way.
Based on a proprietary survey, we found that over 50% of Polident purchases were made by young people for their parents, but the latest social trends indicated a migration of...