Breaking campaign: GSK Oral bites down with Polident push

GSK Oral Health has launched a trade campaign for denture adhesive product Polident, created by UrsaClemenger Sydney.

The campaign is aimed at convincing dentists to recommend Polident to their patients.

Jane Eakins, GSK marketing manager said: “Polident improves bite force by up to 39%. That’s a big deal for denture wearers and will give them the confidence to get back to eating the foods they’ve always loved.”

Denis Mamo, executive creative director, UrsaClemenger said: “For denture wearers, hard foods like apples are a no-no. We felt the simplest and most compelling way to demonstrate empathy for the problem was to recreate the food – but make it out of solid wood.”

The ads will run in dental publications Australia-wide.

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