Campaign details
Brand: P/SLead Agency: Mindshare VietnamRegion: APAC
Objective
In Vietnam, in dental care, Anti -Cavity segment is the biggest need segment among consumers.
But with consumer lifestyles changing and food habits getting fragmented, P/S the leading player in this segment for years started losing on its core cavity protection attribute.
To address this challenge, in 2018, P/S had a dual objective– launch and upgrade consumers to its new premium anti-cavity variant and drive consumption on this variant.
Target Audience
In Vietnam,
- Cavity and Tooth decay is on the rise among kids (80%+ Kids have...