GSK is investing heavily in Corsodyl, one of Irelands leading gum care brands[1], to tackle the issue of gum disease nationwide
Corsodyl is adding a new Ultra Clean toothpaste variant to its range and will be rolling out a new packaging design across the Corsodyl portfolio to resonate with shoppers experiencing symptoms of gum disease
The brand will continue its heavyweight media investment throughout 2017 with its biggest ever media spend of €500,000 across TV, radio, digital, social media and includes a heavyweight shopper campaign
Most Irish adults believe their teeth and gums are healthy, however 80% have some form of gum disease[2]. Corsodyl, one of Ireland’s leading gum care brands from GSK1, is set to help pharmacists tackle the nation’s gum disease through an insight-led re-brand across its entire range, as well as the launch of a new, daily toothpaste, Corsodyl Ultra Clean which will be supported with a heavyweight media investment throughout 2017.
NEW Corsodyl Ultra Clean Toothpaste
The makers of Corsodyl are pleased to launch a new Ultra Clean toothpaste variant, a unique formulation with 67% sodium bicarbonate. Corsodyl Ultra Clean toothpaste is designed for daily use for individuals with, or susceptible to, gingivitis[3],[4] and is clinically proven to reduce plaque and help stop and prevent bleeding gums. With Corsodyl outperforming the toothpaste category1, the new product will encourage shoppers to trade up to specialist oral care products as part of their daily regime to help stop and prevent bleeding gums.
Corsodyl packaging re-design
Despite being aware of their oral health needs, research by GSK highlights that many shoppers aren’t actively addressing them[5]. With research suggesting shoppers often find it difficult to differentiate between the various products and packaging in the oral health aisle, Corsodyl will be introducing a new pack design to attract shoppers’ attention at the fixture to help unlock growth in the gum care category.
The Corsodyl range will see its packaging change from its current colours to red. New visual cues will be introduced to help draw customers’ attention at the fixture and resonate with shoppers seeking to look after their gum health.
Media investment
Famous for its hard-hitting advertising creatives, Corsodyl will also continue its heavyweight media investment throughout 2017 with its biggest ever media spend of €500,000, including a TV campaign. The new advertising creative, which launched at the end of February, sees a woman spit blood whilst brushing her teeth before boarding a train. She is then taken on a journey which illustrates the gum disease ‘journey’ and the symptoms associated with gingivitis. The new advert highlights how Corsodyl toothpaste can help to stop these symptoms and ends with the strapline ‘Leave bleeding gums behind’.
Eilis Tobin, Marketing Manager, Oral Care at GSK commented: “Many people are still ignoring the early signs of gum disease and as one of Irelands leading gum care brands1 it is our responsibility to help educate and encourage sufferers to take early action. We’re still seeing progress with shoppers, with Corsodyl outperforming the toothpaste category1 as well as the increase we’ve seen in sales of gum care products across the category in recent years1. By ensuring shoppers understand the brand, providing the right product and talking to more consumers than ever before, we can bring healthy gums to the forefront of the oral care regime for the Irish population.”
[1] Multiple** Data: ROI, Nielsen, Value Sales, to 29th January 2017
[2] Irish Dental Association. Available online at http://www.dentist.ie/latest-news/new-dental-health-survey-shows-80-of-irish-adults-believe-their-gums-are-healthy-however-80-of-irish-people-have-some-form-of-gum-disease.6504.html [accessed 31.03.17]
[3] Kakar A et al. Evaluate the Efficacy of Different Concentrations of Sodium Bicarbonate Toothpastes. IADR General Session and Exhibition, Cape Town, South Africa, 2014. Abstract No: 754
[4] Data on file, GSK, RH01530, January 2013
[5] GSK data on file: Project Skeleton, Oral Care 2014 (n=30)