Corsodyl- Would you ignore this?

Cressida O'Shea

Gorsodyl is an effective medicated mouthwash, but suffered from low awareness and the fact that it treated something people didn't believe they has – sensitive gums that bleed.

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,...

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