glaxosmithkline (gsk)

Tom Nester-Smith, VP and Global Business Lead Gum and Family Oral Health
Clare Brosnan, Global Marketing Director
Lucinda West, Global Marketing Director

Grey London *Lead Agency

Emily Greaney, Business Director
Will Adam, Creative Director
Jeremy Poole, Planning Partner
Neil Bull, Business Director
Lucy Madden, Account Director
Patrick WIsnom, Managing Partner

PHD (London)

Balasz Funk, Global Strategy Director

Geometry Global (London)

Edelman (London)

Teeth are rockstars in oral care, but gum health (an overlooked part of oral hygiene) is key to achieving beautiful teeth. parodontax is a toothpaste, made for gums. It is a small brand fighting against the big names of the category. When it comes to gum care, most consumers either ignore it or believe generalist toothpastes are enough. We needed to gum care compelling. By using a single, universal insight, we shifted the tide for the brand – achieving over €125m in European sales and growing at 9x the category.