GlaxoSmithKline – Corega: Celebrity testimonials

GSK's Corega brand is a denture fixative, allowing users to fix dentures to the gums. Research undertaken by GSK found that while fixatives were used by over 20% of denture wearers in countries like Germany and the USA, this figure was just 10% in Central and Eastern Europe.

GlaxoSmithKline – Corega: celebrity testimonials

Client: GlaxoSmithKlineBrand: CoregaCampaign: Celebrity testimonialsCategory: Pharmaceutical & Healthcare


This is a story about building the Corega brand through understanding its target consumer. By expressing the brand in a way that resonated more closely with consumers, Corega grew sales by 75% and became the brand leader in total denture care.

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