Polident, global leader in denture care, had the ambition to expand the category. Growth was good but not great. We identified that we’d hit a glass ceiling: 70% of our target refused to use our products. To solve the puzzle, we delved deeper than ever before and discovered that our product wasn't the problem. They needed us. They just didn't want us. We've realized we were stuck in a world of science, dentists, and demos that point out the problems with dentures, a world that makes them feel old and sidelined. But they felt the opposite to this: they were young at heart. They wanted to be freed from the limitations of ageing so they could get on with living life to the fullest. Our solution was then to liberate them from inhibitions, show that dentures shouldn't keep you quiet, inspire them to ‘Live Loud’.

Live Loud is a global and multi-faceted campaign that spans across products, channels and cultures. We first created global assets, and then worked with local markets in order to launch. Live Loud first launched in Brazil on 18th January 2015, followed by Australia (26th January), Turkey, Portugal, UK, and US (27th April). All countries are still on air with more markets set to follow. The creative strength comes from the way we broke the mold of the category: we broke away from the problem/solution set up and created a purpose-led campaign that, for the first time, didn’t talk about the problems faced by denture wearers, but showcased a life fully lived. We have moved away from a world where product benefits were communicated through scientific demos, into one that showcases life proof solutions - still bringing to life the product benefit, but in a far more engaging and relevant manner.

Pre testing results have shown overwhelmingly positive results. In both Italy and US, we reached the top quintile of IPSOS’s ruthless database. Brand closeness measures increased 12% in Italy and 13% in US, well above control. We positively impacted emotional and functional associations, as well as increased brand differentiation – even considering we were advertising the same old products. Most significantly, non-users finally wanted to try the brand: in the US, 1 in 4 non-users of the category had intent to purchase our products. In comparison, purchase intent of non-users’ in control group had only reached 3%.

After 3 months launch in Brazil, we have also seen staggering results: 21% sales increase vs. last year, market share grew by 3.2% and Live Loud helped in the growth of the denture care market by 15.8% and changed the face of the entire denture care category.