Toiletries & cosmetics

P/S: The Adventure With King Leo and Friends

Case Study • Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Shortlisted, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

Listerine: Sebarkan Kata Seharum Bunga – Spread Good Words as Fragrant as Flowers

Case Study • Su Ling Chan, Chia Yuin Chow, Calvin Tan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Mouthwash brand Listerine achieved its highest Ramadan market share for three years with a campaign that used TV, digital, social media and in-store activity to persuade Malays in Malaysia to spread more positivity during the holy month.

Zhonghua: Smiles in the Spotlight

Rankings • WARC Media 100, 2020

Zhonghua, a Chinese toothpaste brand, promoted its new yellow teeth concealer pen among Chinese consumers by partnering with a popular reality show and getting contestants to use its pen in moments they needed to shine.

P/S: The Adventure with King Leo and Friends

Rankings • WARC Media 100, 2020

P/S, a toothpaste brand, used AI to create behavioural change among Vietnamese children.

Oral B: You're Out!

Rankings • WARC Media 100, 2020

Dental care brand Oral-B boosted brand awareness in Israel by connecting religious authority to having clean teeth during Yom Kippur.

YouGov Ad of the Month – UAE: Colgate

Opinion • BrandIndex, March 2020

During February, Colgate achieved the highest uplift in Ad Awareness of any brand in the UAE. This success follows the launch of its new product, Natural Extracts toothpaste, containing activated charcoal and mint.

Competitor strategies in beauty and personal care

Article • Euromonitor Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.

Ad of the Month – UK: Colgate

Opinion • BrandIndex, February 2020

During January, Colgate achieved the highest uplift in Ad Awareness of any brand in the UK . Colgate enjoyed the greatest improvement in ad awareness of any brand during January.

Beauty disruptor series: Innovation in Americas

Article • Euromonitor Strategy Briefings, December 2019

Explores the framework for disruption in the context of emerging beauty and personal care brands in the Americas.

GSK: Where do cultural insights come from?

Research Paper • MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2019

GlaxoSmithKline, a pharmaceutical company, combined anthropological thinking and ethnography to reveal a different slant on cultural insight, which has had a dramatic impact on GSK healthcare brands in India and China.

Procter & Gamble Co (Toiletries and cosmetics)

Article • Euromonitor Profiles, November 2019

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble.

Zhonghua: How Zhonghua Shone Through

Case Study • Lisa Lu, Tony Chan, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2019

Zhonghua toothpaste went from being a heritage brand stuck in China's saturated, commoditised toothpaste category, to a formidable challenger in the cosmetics category.

P/S: The AI Dentist

Case Study • Anish Appukuttan, Hang Tong, Sang Lam, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Toothpaste brand P/S created an 'AI Dentist' that used facial- and tooth-recognition features on mobile to promote its whitening credentials and boost sales among beauty conscious women in Vietnam.

Closeup: Kiss Trigger – Real-time muti-screen sync

Case Study • Anish Appukuttan, Hang Tong, Sang Lam, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Toothpaste brand Closeup engaged TV-to-mobile fingerprinting technology to leverage multiscreen content consumption behaviour and target young adults in Vietnam during the 2018 FIFA World Cup.

Oral-B: You're Out

Case Study • James Barnett, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Dental care brand Oral-B hijacked the holiest day of the year to encourage take-up of its electric toothbrushes in Israel.

P/S: Ready Player Mom

Case Study • Anish Appukuttan, Hang Tong, Sang Lam, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Channel Integration, 2019

P/S, a popular oral hygiene brand in Vietnam, increased sales of its anti-cavity toothpaste by creating a mobile gaming platform targeted at millennial mums.

Listerine: Tartar Control Zero Alcohol

Case Study • UM, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Oral care brand Listerine relaunched itself as alcohol-free mouthwash leader in Colombia with a cross-media strategy focused on mobile.

P/S: The adventure with King Leo and friends

Case Study • MMA Smarties, Gold, Vietnam, 2019

P/S, a toothpaste brand, created a 21-day tooth-brushing campaign for children in Vietnam, which used artificial intelligence and augmented reality to encourage them to change their toothbrushing habits.

P/S: Ready Player – Mom

Case Study • Entrant, X (Global), 2019, MMA Smarties

P/S, a toothpaste brand, launched a mobile game for children and mothers in Vietnam to encourage sales of its anti-cavity toothpaste.

P/S: The AI Dentist

Case Study • MMA Smarties, Finalist, X (Global), 2019

P/S, a toothpaste brand, successfully launched its new whitening toothpaste by creating an AI Dentist that enabled Vietnamese users to check their teeth whiteness levels, while driving product trials and sales growth.

P/S: Brushing is Playing

Case Study • MMA Smarties, Silver, X (Global) and Bronze, APAC, 2019

P/S, a toothpaste brand, launched a partnership with a child-safe social media platform to deliver content that effectively educated Vietnamese children about brushing their teeth and increased brand awareness.

P/S: The Adventure with King Leo and Friends

Case Study • MMA Smarties, Gold, X (Global), 2019

P/S, a toothpaste brand, created a 21-day tooth-brushing campaign for children in Vietnam, which used artificial intelligence and augmented reality to encourage them to change their toothbrushing habits.

GSK: Pronamel Intensive Enamel Repair - New Product Launch

Case Study • MMA Smarties, Silver, North America, 2019

GlaxoSmithKline launched a mobile, digital and social campaign, amplified by content syndication, to launch its dental care brand Pronamel Intensive Enamel Repair (PIER) in the US.

GSK: Sensodyne.com Relaunch

Case Study • MMA Smarties, Bronze, North America, 2019

Toothpaste brand Sensodyne relaunched its website to become more mobile friendly and function as a hub for all activations and product launches, driving engagement and simplifying the path to purchase in the US.

Pronamel PIER Launch

Case Study • MMA Smarties, Finalist, North America, 2019

Toothpaste brand Pronamel used influencer collaboration on social media to tap into the self-care trend and drive purchase of its Pronamel Intensive Enamel Repair product among women in the US.