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 tooth decay combined2 . But most consumers either don't know or care about their gums.

The most common early sign of gum disease is blood after brushing – visible when you spit in the sink. Consumers today explain...

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