Covering from 2016 to 2023, this case study details how parodontax (Corsodyl in the UK) used a consistent creative platform of 'progression' to prompt and maintain the habit of using parodontax products to prevent gum disease. During the period, the focus of the brand’s targeting shifted to younger consumers with a message that early signs of gum disease would lead to long-term problems unless tackled. The case sets out different phases of the progression idea and an evolution of the media mix. Evidence that communications worked as intended includes growth in awareness, penetration, and sales in key international markets.