How Happydent sugar free gum with Xylitol ensured a lasting sparkling smile
Happydent offered a variety of functional gums with different formulations for a whiter smile and oral hygiene on the go. Its sugar-free gum variant helped neutralise plaque acids. The brand intended to position the sugar-free gums as a lifestyle product and make it a daily essential.
Despite being one of the first few to launch sugar-free gums, Happydent’s sales graphs were low due to a competitive market
Consumer Behaviour
Indians started getting a little conscious about their sugar intake and began favouring sugar-free products
Approach
4P’s of Marketing
Product – Introduced India’s first liquid filled gum with Xylitol to maintain PH balance. Added crunch, coolness and refreshed packaging
Price – Upgraded the price point
Place – Made Modern Trade our focus channel
Positioning – Happydent sugar-free gums were repositioned as post meal companions through Digital Films, Sampling, Sales via Promotions and Collaborations
Results
24Mn Impressions
12.5Mn Reach
11Mn Views
500K Engagement
37% Increased Market Share
1Year Increased E-commerce Sales
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