Lead Agency: Weber Shandwick
Region: North America
In February 2019, Pronamel launched a new product with its most advanced formulation yet: Pronamel Intensive Enamel Repair toothpaste. Pronamel has built its brand equity with a product range that protects enamel from damage caused by consumption of dietary and food acids. New Pronamel Repair helps actively repair enamel weakened by the acids in foods, such as citrus fruits and sparkling soda.
It was generally accepted among the public that once enamel is gone, it's gone forever. And overcoming this assumption was our biggest challenge.
Since consumers pay little attention to the category and are bombarded with extensive claims from Pronamel's competitors, we needed to identify a way to help consumers reverse this belief and care about repairing their weakened enamel. As with all new product launches, the campaign sought to generate awareness and also to create a connection between self-care and enamel in the minds of consumers. Success against this overall objective was measured by growth in household penetration and sales of the new SKU.