GSK: Pronamel Intensive Enamel Repair - New Product Launch

GlaxoSmithKline launched a mobile, digital and social campaign, amplified by content syndication, to launch its dental care brand Pronamel Intensive Enamel Repair (PIER) in the US.

Campaign details

Brand: GlaxoSmithKline (GSK)Lead Agency: Wunderman ThompsonRegion: North America

Objective

Our job was to to promote the launch Pronamel Intensive Enamel Repair (PIER) by positioning it as as a step change in oral care.

Ultimately, the success of the campaign would be measured by product sales, household penetration, and market share. This was the most important launch of 2019 for GSK, and the business had ambitious goals of delivering $2.5MM in consumption through the first quarter.

Marketing and communications would contribute towards that goal, by helping to reach potential customers, making them aware of PIER,...

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