Feature

IPA Effectiveness Awards 2010: Bronze Award - Corsodyl

Title: Starting a revolution in oral health

Client: GSK

Entrant: MediaCom

Authors: Andrew Niven, Claire Taylor, MediaCom

Contributing author: Liz Boulter, Grey

Credited companies - Creative agency: Grey; media agency: MediaCom; integrated agency: Stockdale Martin; brand consultancy: MEAT

Media used: Couponing/leafleting, direct marketing, magazines, newspapers, online display, PR, sales promotion, search, TV, website/microsite

IN A NUTSHELL

Through heightening consumers' awareness of the shocking impact of gum disease with hard-hitting advertising, Corsodyl doubled in size from £10 million to £21 million, with a payback of £1.20 for every £1 invested.

SUMMARY

Fourteen million people a year suffer from bleeding gums. This paper outlines how from 2008-2009 "The campaign for healthy gums" meant Corsodyl gained the biggest growth from one of GSK's smallest brands through hard-hitting advertising, which mimicked public service announcements showing the shocking impact of gum disease. It delivered a payback of £1.20 for every £1 invested in the short to medium term, projecting to £2.31 in the long term, helping GSK to outperform all its major competitors within the oral care market. Corsodyl doubled in size from £10 million to £21 million, and the campaign grew the otherwise static medicated mouthwash market by 33 per cent and helped relieve nearly one million more people from the pain of gum disease.

JUDGE'S COMMENT

This was a simple, well-constructed case that proved strong business results from a low base. It also demonstrates the success of driving a category through engagement.

Chris Jansen, managing director, British Gas Services & Commercial.

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