Campaign details

Brand: P/S
Lead Agency: Mindshare Vietnam
Region: APAC


In Vietnam, in dental care, Anti -Cavity segment is the biggest need segment among consumers.

But with consumer lifestyles changing and food habits getting fragmented, P/S the leading player in this segment for years started losing on its core cavity protection attribute.

To address this challenge, in 2018, P/S had a dual objective– launch and upgrade consumers to its new premium anti-cavity variant and drive consumption on this variant.

Target Audience

In Vietnam,

  • Cavity and Tooth decay is on the rise among kids (80%+ Kids have tooth decay as per National Institute of Dental Surgery Vietnam and World Health Organization)
  • While Sugar and sweets are intrinsic to the food fabric of Vietnam and a cause of cavities, sugar in regular food like bread, beans, potatoes too can cause cavities.