Kids Don’t Lie
Pepsodent
Challenge:
Reclaim Pepsodent’s positioning of ‘extended germ protection’ and arrest share decline against a strong and resurgent competitor.
Solution:
When a child eats sweet food out of his mother’s sight, it leads to anxiety of being scolded – hence, he lies about it. Pepsodent is a modern mom’s solution. Its extended germ protection takes care of the reason for scolding, so that there is no reason for her kid to lie. Pepsodent kids don’t lie (because they don’t need to).
