Is there life after denture-care?
Polident, leader in denture care, knew that 70% of denture wearers didn’t want to use denture care products. Just the thought made them feel old and grey.
Together with Grey London, Polident decided to stop talking to denture wearers. Out with dentists, fizzing tablets and magnified germs.
Instead, talk to people who happened to wear dentures. Move from functional messages, experts and demos and get proof from life rather than clinics. Live Loud was born, a clarion call to an exuberant life.
Pre-testing was hugely positive – 25% of US non-users had intent to purchase vs. 3% of the control group. On launch in Brazil, sales are up 21% over last year, market share up 3.2%, and category sales up 15.8%.