Today, the brand operates against a new brand architecture that puts consumers’ underlying needs and oral care priorities at the heart of everything they do.
The needs-based architecture and consumer targets that were derived form the backbone of Parodontax’s strategy, against which strategic imperatives for driving growth are mapped and innovation pipeline gaps are plotted. By first identifying consumer needs, building the brand architecture around those needs, and then creating new product ideas through the architecture pillars, we were able to set the foundation for future innovation. Based on the foundation that we built together, the team launched Parodontax Complete Protection, a toothpaste with 8 benefits for stronger teeth and healthy gums. With this combined approach to tooth and gum health, the product specifically targets consumers who spit blood but are more focused on healthy teeth, growing the gum care category that Parodontax was initially focused on.
We’ve continued to work with the Parodontax team on evolving that initial brand strategy, from consumer insights projects to identifying targets and reframing the architecture.