Zhonghua: How Zhonghua Shone Through

Lisa Lu, Tony Chan

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 (ag

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