The Brief

Drive awareness and trial amongst those who care for their teeth, and also build dentist endorsement.

The Solution

A sampling campaign was run in 605 dentist waiting rooms nationwide.

The Rollout

Over two months each site displayed four waiting room magazines (NZ Good Health & AWW) with advertising on front covers.

POS sampling units were displayed in reception areas.

The Results

• 108,900 sachets of gum were sampled.

• The magazines had an estimated readership of 758,000 over two months.

• In online research 90% of dentists said they would recommend this product to their patients.