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Research Paper

This paper sets out a research project for Unilever, the FMCG manufacturer, to deliver an understanding of how toothpaste is consumed amongst lower-income groups in Nigeria, Ethiopia, India and the Philippines.

Case Study

This case study shows how Sensodyne, a toothpaste brand, increased sales and maintained market leadership with a 10 year campaign in the UK to raise awareness about tooth sensitivity.

Case Study

This case study shows how Dabur Meswak, a toothpaste brand, created its own product feedback platform to generate buzz and increase sales in India.

Case Study

This case study describes how Hapee, locally produced toothpaste owned by Filipino company Lamoiyan Corporation, used a social media campaign to grow trial and awareness.

Case Study

This case study shows how CloseUp, an oral-care brand, surpassed its main competitor in India by using an event-led campaign.

Case Study

This case study shows how Closeup, a toothpaste brand, increased sales and brand equity by creating a Valentine's Day video that resonated with a young audience across Southeast Asia.

Case Study

This case study explains how Sensodyne, the toothpaste brand for sensitive teeth, used TV ads featuring dentists to increase sales in France, Italy and the UK in a long-term strategy.

Article

This event report addresses how Colgate-Palmolive, the fast moving consumer goods group, has transformed its approach to marketing.

Case Study

This case study shows how Colgate, an oral care brand, increased awareness to the brand and the issue of oral care through a high profile sports team endorsement campaign.

Case Study

This case study describes how Colgate US, the world's number one toothpaste brand, elevated itself in the eyes of the US audience by taking a stance on water conservation.

Case Study

This case study looks at how Sensodyne, the toothpaste brand, changed the emphasis of their marketing strategy away from the benefits of the product, and towards positioning the brand as a treatment.

Case Study

This case study demonstrates how Sensodyne, a toothpaste brand, used its Wake up to Tooth Sensitivity (WUTS) campaign to get its target audience to treat tooth sensitivity.

Case Study

This case study describes how Sensodyne, the toothpaste manufacturer, used an engaging social campaign to spread its message through the Arabian world.

Case Study

This case study shows how Sensodyne, the GSK-owned toothpaste brand, launched a new premium range of dental care products by communicating seven product benefits, increasing global share to 9.4%.

Case Study

This case study describes how Oral-B, a mouth care brand, increased its trials and sales in India by subverting competitors' values.

Case Study

This case study describes how Pepsodent Toothpaste, a challenger brand in India, advertised on food wrappers from stands in Mumbai to increase product trial.

Case Study

This case study illustrates how a small ayurvedic toothpaste called Meswak, owned by Dabur, grew its share in India by capitalising on its core strength - a core group of loyal users.

Case Study

This case study describes how Invisalign, a modern technology for straightening teeth, created a coordinated campaign to reposition the brand as an industry leader in the USA.

Case Study

This case study discusses an in-store and mobile campaign for Colgate and Darlie in Taiwan which promoted the oral care brand to a young audience.

Case Study

The case study explains how Colgate, the mouth care brand, increased awareness of dental hygiene in India whilst also promoting its brand in 'Oral Health Month'.

Case Study

This case study explains how Oral-B, a dental hygiene company, raised awareness around oral hygiene and promoted its products.

Article

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive Co, the owner of brands such as Ajax, Palmolive and Suavitel.

Case Study

This case study describes how Procter & Gamble in the USA increased awareness and sales of its Crest and Oral-B toothpaste brands.

Case Study

This case study describes how Closeup, a toothpaste brand, appealed to young Sri Lankans through fashion.

Case Study

This case study explains how Listerine, the mouthwash brand, used its sponsorship of the FIFA World Cup to drive a content marketing strategy and build its social media following around the world.