Odol-med3: How a word-of-mouth campaign helped toothpaste win a place in everyday conversations

The 2007 invention of Odol-Med3 gel foam toothpaste provided an opportunity for the wider Odol-med3 brand to move beyond its aging market and attract a new, younger consumer.

Odol-med3: How a word-of-mouth campaign helped toothpaste win a place in everyday conversations

Principal authors: Ben Corah and Katherine Kinnear, The Social Partners for Grey LondonContributing authors: Akhila Venkitachalam, Nielsen; Monika Fleischhacker, GSK

Summary

The 2007 invention of the innovative Odol-Med3 "gel-foam" provided an opportunity for Odol-med3 to move beyond its aging market and attract a new, younger consumer to its brand.

GSK wanted word-of-mouth (WOM) to lead the integrated launch campaign; but the challenges were many: GSK's diverse objectives and high KPI targets, the habitual dismissal of the Odol brand by the target audience, and...

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