parodontax: Selling an oral care oxymoron - Toothpaste for gums

Parodontax, a toothpaste brand known as Corsodyl in the UK, increased brand sales by releasing a creative film that taught people to take gum disease more seriously.

Campaign details

Brand: parodontaxAdvertiser: GSKAgency: Grey London

Introduction

How do you get big when you are small, and do it profitably?

parodontax is a brand doing that across 40 markets.

A single universal behavioural insight has unlocked two drivers:

  1. audience expansion: motivating a larger but disinterested audience to act on a developing health problem;
  2. efficient deployment: rising above culture to create one global idea and set of assets, money was focused on spend and share of voice

And the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands