Cannes Lions

GUM ORAL CARE PRODUCTS

UNIVERSAL McCANN JAPAN, Tokyo / SUNSTAR / 2006

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Overview

Entries

Credits

OVERVIEW

Execution

Find consumer engaged moment that widens target’s acceptance for message. It is the moment when doctors or dentists say that “the periodontal-bacteria chain-reaction” is the fact. So media contents have been developed as PR toosl to convey that fact, therfore reinforcing the ad.

Outcome

Brand total sales has been increased by more than 10% in the consecutive 5 months after campaign launch. Lots of reaction has come not only from consumers but from trade and even from dentists.

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