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Sensodyne: GSK Oral Sensodyne

Case Study • MMA Smarties, Bronze, MENA, 2020

Sensodyne, a toothpaste brand, launched a gamified mobile ad in Saudi Arabia to demonstrate how the brand can help consumers overcome tooth sensitivity.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

P/S: The Adventure with King Leo and Friends

Rankings • WARC Media 100, 2021

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

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Colgate Taiwan: Smile Strong, Taiwan

Case Study • Jean Chen, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Colgate, the toothpaste brand, highlighted the nation's optimistic attitude to lift people's spirits during COVID-19 in Taiwan.

P/S: The Adventure With King Leo and Friends

Case Study • Soumya Ranjan Panda, Sang Lam, Anish Appukuttan, WARC Media Awards, Silver, Effective Use of Tech, 2020

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

Pronamel Repair: Building A Role For Toothpaste In Self-care

Case Study • MMA Smarties, Silver, North America, 2020

Pronamel, a toothpaste brand, increased awareness of its new Intensive Enamel Repair toothpaste in the US by partnering with lifestyle influencers who showed their followers how the product formed part of their repair rituals.

Closeup : When Love Has Rules 

Case Study • Anish Appukuttan, Hang Tong, Sang Lam, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Closeup, the toothpaste brand, connected with a youth audience in Vietnam with its freetolove campaign.

Procter & Gamble Co (Toiletries and cosmetics)

Article • Euromonitor Advertiser Profiles, October 2020

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

P/S: The Adventure With King Leo and Friends

Case Study • Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Awards for Asian Strategy, Bronze, 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.

Competitor strategies in beauty and personal care

Article • Euromonitor Advertiser 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 .

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 Papers, 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.

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.

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.

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.

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.

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.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
What's working in cosmetics and beauty aids

Article • WARC Category Intelligence, July 2019

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
Competitor strategies in beauty and personal care

Article • Euromonitor Company Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.
L'Oréal Paris: No.1 and always worth it

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris, a cosmetics company, launched its Because You're Worth It slogan across a decade's worth of ads in the UK to improve brand saliency among women in a period of market decline.