94% of dentists recognise Corsodyl as a treatment for gum problems, the challenge was to get the rest of the population to comply. First they had to raise awareness of gum problems and then sell the Corsodyl brand. Mediacom developed striking, imaginative but unbranded images to highlight gum disease, followed by consecutive Corsodyl product copy. Using a broad range of titles across lifestyle and health, maximum reach of the target audience was achieved. The results were staggering, with market share 8% ahead of target and further print activity organised for 2008.
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