Parodontax & Polident

Working on a global brand like HALEON (used to be GSK) is equal amounts challenging and exciting. Challenging: by creating campaigns that work in any market (so no clever wordplay🤦🏻‍♂️), which can take a lot of transcreation with the local agencies. And exciting because the products I’m dramatising actually do help people, so there is a responsibility to make them relevant and stand out.

  • Role ACD
  • For Grey London
  • Date 2021-Current
  • Type Global Toolkits including – TVC, OLV, Social/digital, UX etc

If you spit blood after brushing - you need to TAKE ACTION! Maybe not this severe, but get your ass to Boots and buy some parodontax ASAP

After successfully educating the people about gum disease we hit a new challenge, people knew they had it, but didn't know which paste to use. They needed the gum experts, parodontax - so we've started staging toothpaste interventions in every bathroom in the world.

parodontax (Corsodyl in the UK) is a gum expert toothpaste. This idea showed the domino effect of seeing blood when you brush. A simple visual device that worked globally

We cast an actual denture wearer to add authenticity to this campaign - it was the first time people had seen someone popping it a partial into their mouth. We received a lot of positive messages from denture wearers thanking us for not hiding away from the fact and normalising what 1 in 5 people do every day.

New denture wearers find it difficult to talk. It can really affect their confidence. We helped Polident develop an AI app that helps denture wearers to retrain their voice. For this case study film we found a new denture wearer, gave her the app and recorder her journey over several weeks (then cast her in the previous ad 😂)