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Signal / Pepsodent
Pablo & Oliver

RAN IN: France, Indonesia, Saudia Arabia, Morocco

CLIENT
Unilever

Alessandro Manfredi - Global VP
Annamaria Pezutto - Global Brand Manager
Vincenzo Riili - Global Brand Director

AGENCY
Lowe and Partners *Lead Agency

Brent Gosling - Global Planning Director
Dominic Slade - Managing Director
Mihir Warty - Managing Partner, Lowe Counsel


Lola *Lead Agency

Juan Carlos Martinez - Creative Director


Mindshare

James Cross - Planner
Jason Guy - Planner


DLKW Lowe

Edgard Gianesi - Global Creative Director


SUMMARY

This is the story of how the toothpaste brand Signal drove international behaviour change and got kids to adopt good oral health habits, both to the benefit of society as well as the brand itself. Using innovation in both strategy (through the use of fathers as role models) as well as measurement (through the use of sensors in toothbrushes), Pablo & Oliver is a great example of creativity delivering impact. Both brand and market performance in all four countries improved as a result of the campaign.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications

Audience: Families

Objectives: Develop, revitalise market

Type: Business to Consumer

Classification: Multinational

Language: English