Solving a long term health problem by getting better at the short term

IPA Effectiveness Awards Case Study 2024

Covering from 2016 to 2023, this case study details how parodontax (Corsodyl in the UK) used a consistent creative platform of 'progression' to prompt and maintain the habit of using parodontax products to prevent gum disease. During the period, the focus of the brand’s targeting shifted to younger consumers with a message that early signs of gum disease would lead to long-term problems unless tackled. The case sets out different phases of the progression idea and an evolution of the media mix. Evidence that communications worked as intended includes growth in awareness, penetration, and sales in key international markets.

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Client Statement

Stewart Lees, Global Marketing and Digital Director Gum Health, Haleon

We are very proud of our achievement in building and growing parodontax. As a business rooted in deep human understanding and trusted science, it’s important to us that consumers understand our difference and value. When this benefit is new and different in the market, it takes time to educate and embed a behaviour change. Communication is a key part of the strategy, and this case study reminds us once again of the importance of 2 key principles – differentiation and consistency. As we have grown, we use to demonstrate to markets how we have been building the brand and continue to ensure the key identity is applied in our activation. At the same time, the evolution of the campaign since 2015 has given us valuable learning on how to evolve a brand and its communication – maintaining consistency whilst changing enough to grow the brand and to recruit more consumers.