Glaxosmithkline: Toothpaste For Gums

Parodontax, a toothpaste brand, increased its sales across Europe by releasing a creative film to highlight the importance of stopping the journey of gum disease.

Challenge, context & objectives

The world's biggest oral issue... yet no-one cares

1 in 3 adults globally suffer from gum disease1 ; an infection caused by bacteria build-up. The consequences can be severe; the patient develops gingivitis, advanced gum recession called periodontitis and eventually tooth loss. In Europe, more teeth are lost from gum disease than cavities or toot . But most consumers either don't know or care about their gums.

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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