Odol-med3: How a word-of-mouth campaign helped toothpaste win a place in everyday conversations

The 2007 invention of Odol-Med3 gel foam provided an opportunity for Odol-med3 to move beyond its aging market and attract a new, younger consumer to its brand. GSK wanted word-of-mouth (WOM) to lead the integrated launch campaign but they faced a number of challenges including: GSK’s diverse objectives and high KPI targets, the habitual dismissal of the Odol brand by the target audience, and the inherent low-interest nature of the product. By implementing a WOM and social media communications plan, the campaign engaged and empowered a select group of category influencers whose positive peer-to-peer conversations drove product trial and awareness with significant, measurable sales uplift of both the Odol-Med3 gel foam by 15.7% and of the total brand by 7.1%