Corsodyl – Would you ignore this?
Planned by: Cressida O'SheaAgency: Grey London
SUMMARY
Gorsodyl is a highly efficacious medicated mouthwash. However, it has low awareness1 and people find it scary. It meets a need people don't believe they have, in an area of no interest – treatment of sensitive gums.
We could not use a conventional approach to solve this conundrum. Advertising could not get consumers to buy Corsodyl directly, rather it could create a conversation between consumers and dentists about bleeding gums. Given the lapse in time between seeing the advertising and their dentist,...