Campaign details

Brand: P/S
Brand owner: Unilever
Lead agency: Mindshare
Contributing agencies: TotallyAwesome, Seikosha, YouTube, Facebook
Country: Vietnam
Industries: Oral health
Media channels: Content marketing, Online video, Social media, Sponsorship - media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

In Vietnam, the number of children with dental cavities is on the rise: 80% of children between four and eight years old have decay. More than 90% of kids are not taking proper care of their teeth. P/S, Vietnam's leading brand in cavity protection, has identified this challenge.

In 2018, P/S launched its advanced kids' premium portfolio with two objectives: get parents to try new products and educate kids on good oral health habits.

But brushing teeth remains a mundane task and takes away kids' play time. That's why P/S's campaign mission was to make brushing fun and engaging: Brushing is Playing.