" ` THE REBEL IN THE PACK | Haines McGregor


The oral care market in the UK is dominated by Colgate with their multi-benefit proposition. Cutting through their dominance in a low engagement category was the challenge.

The clean, medicinal refresh of the brand identity accompanied by a hard hitting advertising style broke the category ‘caregiver’ norms, tackling gum disease head on with its provocative style, challenging consumers to take the 21 day challenge to a healthy mouth.

"I have found Haines McGregor to be a great agency to work with. They have worked tirelessly to deliver design work that is not only creatively excellent but is born from a strong strategic approach to the project and we’re over the moon with the results. "

Miranda Honan Marketing Manager Oral Care, GSK


The work led to double digit growth for the brand. It also paved the way for the development of a frequent use range, Corsodyl Daily.