71% of us suffer from gingivitis or periodontitis - yet 75% of sufferers don’t buy any products to fix the problem. Gums are the trustworthy tissues that hold our teeth in place. Whilst teeth can’t heal themselves, gums can. Therefore, Colgate decided to take action to educate people on the importance of gum health and ensure consumers don’t overlook obvious problems.
To support Colgate on this journey, we launched the NEW Periogard range in May 2022 – working with them to initially target the Pharmacy channel, providing a full suite of specialised gum solutions developed with dental experts to fight the cause of issues rather than just the symptoms.
DCS & Colgate collaboratively worked with our Pharmacy customers to develop custom launch plans to ensure each retailer was set up for success.
We worked hard on a full in-store solution with Lloyds Pharmacy to bring the range to lift, which included a permanent educational shelf try siting within core, and two Gondola end executions to ensure consumers had visibility of the product and benefits.
In addition, we also provided dedicated training to pharmacists on the range to ensure they had the full knowledge and understanding to support consumer education and aid in suitable recommendations for their patients.
Initial sales for this new launch have been incredibly strong across the Pharmacy channel. We expect this to continue growing through 2023 as we continue to educate consumers on the key product benefits and expand into further channels.
 *Source:: Gum consumer Journey 2020 Germany