Business Issues & Project Objectives
Our client, a leading oral care brand, is working to develop new product and packaging concepts, in which premiumisation becomes main offering. The brand need to drive the toothpaste and toothbrush business and are looking for the new stories they can tell to engage and excite consumers.
This study is commissioned to identify cultural themes around health in both Indonesia and Vietnam to shape the future of the oral care category.
Our Approach
We conducted a cultural and semiotics investigation into oral care in Indonesia and Vietnam, looking at popular culture, market offerings and advertising, social listening, and media analysis. We identified the key codes and trajectories for both markets and cultural shifts and key associated tensions, as well as decoding oral care brand communications
Outcome and Project Impact
With this, our client was able to stay ahead of the game and identify several white space areas for new product development and communication in Indonesia’s oral care category.
