P/S: The Battle of Hidden Sugar

P/S, a toothpaste brand, created a game to re-engage customers in Vietnam and boost its e-commerce.

Campaign details

Brand: P/SLead Agency: MindshareRegion: Vietnam

Strategy

Objective

In Vietnam, in dental care, the 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.

In 2018, PS launched a new premium anti-cavity product to upgrade consumers to re-establish it’s anti-cavity proposition.

In Vietnam,

  • Cavity and tooth decay is on the rise among kids (80%+ kids have tooth decay as per National Institute of Dental Surgery Vietnam and World...

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