Find consumer engaged moment that widens target’s acceptance for message. It is the moment when doctors or dentists say that “the periodontal-bacteria chain-reaction” is the fact. So media contents have been developed as PR toosl to convey that fact, therfore reinforcing the ad.

Brand total sales has been increased by more than 10% in the consecutive 5 months after campaign launch. Lots of reaction has come not only from consumers but from trade and even from dentists.