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.
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.
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.