Jenny Chan 陳詠欣
Apr 20, 2012

CASE STUDY: How Polident bridged the generation gap in China

CHINA - MediaCom's integrated digital approach for Polident has effectively driven acceptance and usage of a new product category by leveraging the relationship between parents and their children who are living far away.

Background

Denture cleaning tablets are a new product category in China, and GlaxoSmithKline's Polident an unfamiliar brand. End users, generally the elderly, have deeply engrained habits about their dentures which are difficult to change. Their children are the primary purchasers, who are far more open to change than their parents.

MediaCom Beijing looked into the social phenomenon of 'empty nests', the stage in a family's cycle when...

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