Zhonghua: How Zhonghua Shone Through

Zhonghua toothpaste went from being a heritage brand stuck in China's saturated, commoditised toothpaste category, to a formidable challenger in the cosmetics category.

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...

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