Polident needed to make sure a new campaign would have maximum impact.
We put consumers in therapy
Rejection of the message by a sensitive denture target was a concern.
We thought ‘Ummm rejection eh?’ and decided to bring our brand savvy resident psychotherapist into the research mix.
With her help, we developed a sophisticated understanding of the target’s relationship with the category. We highlighted how the brand needed to tread lightly when presenting a challenging and paradoxical message that might leave consumers feeling vulnerable and in denial. We then applied psychotherapeutic principles to suggest how to frame communication. The result was a clear new creative brief designed to overcome resistance and build credibility and motivation.
Polident campaign development
What we did
Brand therapy for communication development