Healthcare Marketing Impact Awards
Bronze award for Digital campaign
Wunderman Health and Weber Shandwick
Supplier/Vendor/Pharma, Chicago , IL
Pronamel Strong & Bright Enamel--Strong Looks Good on You
Whitening toothpaste is one of the fastest-growing segments in the marketplace. Colgate and Crest are aggressively targeting consumers with premium whitening toothpastes, such as Colgate Optic White Platinum and Crest 3D White Luxe, promising advanced results. GSK identified an opening to reach out to beauty- and health- conscious consumers; people who care about their overall health, but don't necessarily understand enamel damage and the effect it has on their smiles. In response, GSK Oral Care launched a newly formulated premium toothpaste called Pronamel Strong & Bright Enamel, targeted toward a young, active female audience. In the first few weeks after the integrated campaign launched, Pronamel Strong & Bright's consumption was 29% higher than a previous Pronamel product launch.