Meridol, a Colgate-Palmolive brand dedicated to gum health, asked us to develop a strategy that would educate consumers and position itself as a key solution for preventing and treating gum problems. The challenge was to create a journey focused on acquiring first-party data, while amplifying the brand in two countries—South Africa and Saudi Arabia—where gum health issues are prevalent, and consumer habits have shifted due to challenges like natural disasters and political instability.

Our research showed that while people in these countries follow basic oral care routines, they don’t prioritize gum health. We also found that groups like pregnant women, diabetics, and people with HIV are more likely to have gum problems.

With Meridol's connections to dental specialists, we developed the Meridol Gum Experts platform. This includes a quiz, created with dentists, to help users identify gum issues. Based on their answers, we provide personalized advice, product recommendations, and ongoing support through email. The program is focused in raising awareness, building relationship with consumers, and encouraging better gum care for all.

Check it out here.