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 London
Contributing authors: Akhila Venkitachalam, Nielsen; Monika Fleischhacker, GSK


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 the inherent low-interest nature of the product.

By implementing a WOM and social media communications plan, this campaign engaged and empowered a select group of category influencers whose positive peer-to-peer conversations drove product trial and awareness with significant, measurable sales uplift of both the hero SKU and total brand.