Pronamel Repair: Building A Role For Toothpaste In Self-care

Pronamel, a toothpaste brand, increased awareness of its new Intensive Enamel Repair toothpaste in the US by partnering with lifestyle influencers who showed their followers how the product formed part of their repair rituals.

Campaign details

Brand: PronamelAgency: Weber Shandwick

Strategy

Objective

In February 2019, Pronamel launched its most advanced formulation yet: Intensive Enamel Repair toothpaste. Pronamel is the specialty brand that protects tooth enamel from acid erosion, while Pronamel Repair helps actively repair enamel already weakened by acidic foods.

Pronamel aimed to create relevance of this innovative product by showing how easily it fit into consumers' existing wellness routines. People are tapping into the power of self-care to restore themselves, and Pronamel knew that Intensive Enamel Repair had a role to play in people's whole-body health.

But, while self-care was...

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