Pronamel PIER Launch

Toothpaste brand Pronamel used influencer collaboration on social media to tap into the self-care trend and drive purchase of its Pronamel Intensive Enamel Repair product among women in the US.

Campaign details

Brand: PronamelLead Agency: Weber ShandwickRegion: North America

Objective

In February 2019, Pronamel launched a new product with its most advanced formulation yet: Pronamel Intensive Enamel Repair toothpaste. Pronamel has built its brand equity with a product range that protects enamel from damage caused by consumption of dietary and food acids. New Pronamel Repair helps actively repair enamel weakened by the acids in foods, such as citrus fruits and sparkling soda.

It was generally accepted among the public that once enamel is gone, it's gone forever. And overcoming this assumption was our biggest challenge....

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