Polident and Super Poligrip: Polident Reverse Decline

This case study explains how research contributed to reversing the sales declines of Polident and Super Poligrip, two denture care products from GlaxoSmithKline.

Polident and Super Poligrip: Polident Reverse Decline

Grey Advertising

Business situation and campaign objectives

In 2010, the GlaxoSmithKline's Denture Care products, Polident and Super Poligrip, experienced sales declines, as did the overall category. In spite of this trend, the brands were charged with generating a significant sales increase in 2011.

The campaign objective was to drive a 5% increase in annual volume by reversing a decline in brand penetration and usage rates. While seemingly modest, this objective was actually aggressive given that the category was shrinking, the brand sales trends were negative, there was no new creative, and the budget...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands