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Pronamel
The launch of Pronamel Intensive Enamel Repair

RAN IN: United States

CLIENT
GSK Consumer

Chris Concerto, Sr. Brand Manager

AGENCY
Wunderman Thompson Health *Lead Agency

William Martino, Managing Director
Janeen Abdelnour, Group Account Director
Logan Leabo, Group Creative Director
Suzanne Fee, Creative Director
Wing Cheung, Project Manager
Chris Silva, Art Director


SUMMARY

There were seven new adult toothpaste launches in 2019, making a very competitive oral-care category even more cutthroat. Thanks to a strong insight into changing attitudes towards health and well-being—and a creative idea that positioned Pronamel Intensive Enamel Repair as a toothpaste that complements this attitude—we broke through the category clutter and delivered the most successful launch of the year, far surpassing all of our direct competitors.

CASE STUDY

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CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: INTERACTIVE/ONLINE,OOH,TV

Audience: Young Women (20-35)

Objectives: Brand launch

Type: Business to Consumer

Language: English