Where’s the care in Oral Care?
New Value Perceptions
Helped our client create a new “clean + care” product to overcome perception of “just gum.” Co-opted Vitamin E from hair care to deliver soothing support.
Redefine the meaning of “oral care” for gum.
We identified a new ‘”Clean + Care” proposition for the category. By looking at hair & skin care references such as shampoo and conditioner, we guided NPD solutions using citrus for freshness and Vitamin E for nourishing support.
“Clean + Care” NPD uniquely improved brand authority as well as approachability, driving big in-market sales.