Parodontax: Changing the world's oral health by thinking outside the box

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

A Big Issue No One Cares About

parodontax is a specialist oral care brand, dedicated to gum health.

Primarily a toothpaste it is known in the UK as Corsodyl.

In early 2015 GSK earmarked parodontax as a global strategic priority.

The global business plan was aggressive:

  • CAGR of +15% (previous year growth was +4%1)
  • Grow market share
  • Double sales value by 2021.

The world's biggest oral health issue

1 in 3 adults globally suffer from gum disease2, an infection caused by bacteria build-up along the gum line.

The consequences can be nasty: patients develop gingivitis...

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