Campaign details

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



In Vietnam, in dental care, the 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.

In 2018, PS launched a new premium anti-cavity product to upgrade consumers to re-establish it’s anti-cavity proposition.

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 Organisation)
  • 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.