P/S: Grand Battle with Super Tooth

Anish Appukuttan, Sang Lam, Hang Tong

P/S, Vietnam's leading cavity protection brand, used gaming as a vehicle to raise awareness of hidden sugars and rebuild brand equity.

Campaign details

Brand: P/SBrand owner: UnileverLead agency: MindshareContributing agencies: Gameloft, YouTube, Facebook, AdmicroCountry: VietnamIndustries: Oral healthMedia channels: Competitions & contests, Gaming & in-game advertising, Mobile & apps, Online video, Social media, TelevisionBudget: 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...

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