Campaign details

Brand: parodontax
Advertiser: GSK
Agency: Grey London


How do you get big when you are small, and do it profitably?

parodontax is a brand doing that across 40 markets.

A single universal behavioural insight has unlocked two drivers:

  1. audience expansion: motivating a larger but disinterested audience to act on a developing health problem;
  2. efficient deployment: rising above culture to create one global idea and set of assets, money was focused on spend and share of voice

And the model has been very effective and highly efficient:

  • 30% growth p.a.;
  • fastest-growing multi-market toothpaste in the world;
  • £124m of sales generated by communication, 48% of global revenue;
  • revenue ROI of £2.17, which is profitable.