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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. 





The Challenge


Redefine the meaning of “oral care” for gum. 



Our Solution


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. 

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