P/S: Ready Player Mom

P/S, a popular oral hygiene brand in Vietnam, increased sales of its anti-cavity toothpaste by creating a mobile gaming platform targeted at millennial mums.

Campaign details

Brand: P/SBrand owner: UnileverLead agency: Mindshare VietnamContributing agency: GameloftCountry: VietnamIndustries: Oral healthMedia channels: Competitions & contests, Gaming & in-game advertising, Mobile & apps, Online video, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Tooth decay impacts 80% of children in Vietnam. Yet despite such high figures, anti-cavity as a proposition has been rapidly losing its relevancy because of a lack of awareness about sugary foods. As such, sales of oral hygiene toothpaste brand P/S have been in decline. While everyone in Vietnam...

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