Following the tremendous success of the 2011 campaign ‘Undress’ the new adverts communicate to consumers that, if they continue to ignore spitting blood when brushing their teeth, the ultimate consequence could be tooth loss. Like its predecessor, the campaign has been created by Grey London.
The hard-hitting creative features a woman getting ready for a night out. As she applies mascara in her bathroom, a trickle of blood emerges at the corner of her eye and the voice over says ‘we wouldn’t ignore blood from any other part of our body’. She is then seen brushing her teeth and, as she spits into the basin, there are spots of blood as the voiceover continues ‘so why do we ignore it from our gums’. The ad concludes as the woman is walking out the door; she is seen looking into the mirror as she lifts up the side of her mouth with a finger where a missing tooth is revealed.
Commenting on the launch, group brand manager for Corsodyl Linda Goggin said: ’83 per cent of UK adults are showing signs of gum disease right now. And yet, only 11 per cent are actually doing anything about it. Gum disease, despite being the number one cause of tooth loss in the UK, couldn’t be lower on people’s agendas. Corsodyl’s mission is to change attitudes and behaviours to gum disease by delivering the message in a relevant and impactful way, making it impossible to ignore the warning signs.
‘This year, we’re focussing on the main symptom - spitting blood when brushing your teeth – which could be an early sign of gum disease. Like last year’s advertising, it’s designed to be disruptive as well as educational, encouraging consumers to take action. We’re confident the new campaign will deliver above and beyond expectations, driving incremental sales and growth for the medicated mouthwash category.’