P/S Anti Cavity: Helping Vietnamese rural communities change their brushing habits to prevent cavities

P/S, an oral healthcare brand, launched a campaign in Vietnam to increase market share in rural areas.

Campaign details

Brand: UNILEVER Vietnam/P/S TOOTHPASTELead agency: Mindshare VietnamRegion: APAC

Objectives

The biggest problem faced by the brand was the fact that 90% Vietnamese have dental problems with a lack of education in creating awareness about the need to brush twice daily to avoid cavity especially at night. The problem was more persistent in the rural areas.

With market share of P/S in the anti-cavity segment declining in Q1 2017 especially in the rural markets, P/S decided to launch the P/S Heart campaign with the main objectives:

  1. Market share increase 50 points in the rural...

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