Consumers are concerned about teeth condition, but not much about gums health. For consumers selecting toothpaste solely for healthy teeth, it was critical to communicate the need of healthy gums before the healthy teeth.

Image of a person biting on to the seats installed at busy bus shelters emphasized gums visualization in order to position Parodontax as a toothpaste brand for healthier gums. With more consumers sitting on the bench, message for strong and healthy gums was visually communicated.

Raised interest on teeth and gums health among consumers through humorous and eye-catching visual and strengthened brand relevancy to healthy gums.