Corsodyl: Starting a revolution in oral health
Fourteen million people a year suffer from bleeding gums. This paper outlines how from 2008–2009 ‘The Campaign for Healthy Gums’ meant Corsodyl gained the biggest growth from one of GSK’s smallest brands, through hard-hitting advertising which mimicked public service announcements showing the shocking impact of gum disease. It delivered a payback of £1.20 for every £1 invested in the short to medium-term, projecting to £2.31 in the long-term, helping GSK to outperform all its major competitors within the oral care market. Corsodyl doubled in size from £10m to £21m, and the campaign grew the otherwise static medicated mouthwash market by 33% and helped relieve nearly one million more people from the pain of gum disease.