Parodontax: Difference

Client: GlaxoSmithKline
Brand: Parodontax
Agency: Grey London
Category: General Healthcare & OTC Products
Country: United Kingdom

Gum disease is the biggest cause of tooth loss and is a growing problem. According to the World Health Organization, severe gum disease is found in 15–20% of middle-aged (35-44 years) adults. Thus, up to 14 million people in Europe could lose their teeth if they do nothing about it. Bleeding gums is one of the key indicators of gum disease. A Global Incidence Study found that half the population (47.8%) has experienced bleeding gums.

The gum care market is a key segment of the toothpaste market (worth €280m a year in Europe according to Nielsen). This trend is likely to continue as the population ages. So it was critical that Parodontax developed a reputation and foothold early as this market continues to expand.


  1. Business Objective