P/S: When was the last time you met a dentist?

Vietnamese toothpaste brand P/S created an oral-health campaign to drive penetration, sales and market share by increasing saliency and meaningfulness.

Campaign details

Brand: UnileverAgency: Mindshare Vietnam / WPPRegion: APAC

Strategy

Objective

P/S is the leading toothpaste brand in Vietnam, boasting 76% market penetration and daily usage in 22 million households. Established in 1975, P/S aims to eradicate oral diseases in Vietnam by providing superior products, promoting proper brushing habits, and increasing access to dentists.

Although P/S held the highest Brand Power in the Oral category (34.3%), there was a stagnant saliency in 2022, impacting top-of-mind recall. Thus, for 2023, P/S focused on its core segment – Anti-Cavity – striving to bolster brand power and expertise with...

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