Campaign details

Brand: P/S
Brand owner: Unilever
Agency: Mindshare Vietnam
Country: Vietnam
Industries: Oral health
Media channels: Merchandise & free gifts, Mobile & apps, Online display, Point-of-purchase, in-store, Product sampling, Public relations, Social media, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

When Unilever-owned toothpaste brand P/S introduced a whitening variant with natural ingredients in Vietnam, it needed a disruptive solution to focus consumer attention on the need to whiten teeth.

The 'AI Dentist' was born. This facial- and teeth-recognition feature checked the whiteness of teeth via AI on mobile phones.

By giving consumers a reality check, the AI Dentist not only brought a unique brand experience to life, it also drove trial, with a positive impact on P/S business:

  • Market share increased by 2.4%
  • 1.7 million new buyers six months after launch
  • Penetration increased by 5.1% in urban areas and 2.7% in rural ones