GlaxoSmithKline – Corega: celebrity testimonials

Client: GlaxoSmithKline
Brand: Corega
Campaign: Celebrity testimonials
Category: Pharmaceutical & Healthcare


This is a story about building the Corega brand through understanding its target consumer. By expressing the brand in a way that resonated more closely with consumers, Corega grew sales by 75% and became the brand leader in total denture care.

Denture fixatives are creams used to fix dentures to the gums. They hold the teeth in place, offering a more secure 'bite'. Their role, however, is much more than functional. They provide peace of mind and social confidence to wearers who are often deeply concerned about their 'little secret' being revealed. Corega (owned by GSK) competes in this category with Fixodent/Blend-a-Dent F (P&G), Protofix and some other local brands.