Campaign details
Brand: ZhonghuaBrand owner: UnileverAgency: PHD ChinaCountry: ChinaIndustry: Oral healthMedia channels: Product placement, Sponsorship - mediaBudget: 3 - 5 million
Executive summary
Zhonghua toothpaste elevated itself from being a heritage (aging) brand, pigeonholed in China's saturated, commoditised toothpaste category, to one capable of audaciously challenging the cosmetics category.
China is an image-focused country, where yellow teeth are a genuine cause of anxiety. Through its new innovation, Zhonghua allowed consumers to whiten their teeth.
By finding the right audience and brand partnership, we successfully bathed Zhonghua in...