Campaign details
Brand: P/S KidsLead Agency: MindshareRegion: Vietnam
Strategy
Objective
In Vietnam, the number of Vietnamese children with dental cavities is on the rise:
- With up-to 80% of children between 4-8 years having decay
- 91% of the kids do not take proper care of their teeth.
(Source: National Institute of Dental Surgery Vietnam)
While Toothpaste Category penetration in Vietnam is almost 100%, it is still a very low involvement category. P/S one of the leading players in cavity protection, identified this as a challenge to improve Kids Oral Health in Vietnam.
In 2018, it launched...