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.  

 

 

Result

 

“Clean + Care” NPD uniquely improved brand authority as well as approachability, driving big in-market sales.