Campaign details

Brand: P/S
Brand owner: Unilever
Lead agency: Mindshare
Contributing agencies: Gameloft, YouTube, Facebook, Admicro
Country: Vietnam
Industries: Oral health
Media channels: Competitions & contests, Gaming & in-game advertising, Mobile & apps, Online video, Social media, Television
Budget: 1 - 3 million

Executive summary

A total of 80% of kids in Vietnam suffer from tooth decay and P/S, Vietnam's leading brand in cavity protection, was in decline, since anti-cavity as a proposition was losing its relevance. While everyone knows that sugar causes cavities, not everybody realises the shocking amount of sugar present in everyday food. Our task was to educate mums about these hidden sugars.

Decoding the media consumption behaviour of mothers reveals that our target audience prefer spending their spare time on social media, videos and games.