GlaxoSmithKline's Polident has launched the ‘Polident Gives Golden Citizens Confidence to Shine" campaign to promote denture awareness on reality TV singing programme Kilauan Emas.
Running for the third consecutive year, the campaign comprises a singing competition for those aged 40 years and above.
Last year, Kilauan Emas garnered more than one million viewers with average of 400,000 per episode. There was also an increase of 61% in sales for Polident in the first season.
"There are about 2.1 million denture wearers in Malaysia and many of them feel shy and uncomfortable with the placement of their dentures. GSK aims to bring back the confidence of denture wearers in Malaysia and educate the denture-wearing community on the importance of oral healthcare," Ray Song (pictured), head of marketing, oral health at GlaxoSmithKline said.
Song added Malaysia showed high confidence and equity level compared with other countries in Asia.
Through the contest, Polident has seen an increase of sales, fan base and oral care market share as it is not just a singing competition but also denture awareness platform.
Since the target audience is 40 years old and above, the campaign is publicised on-ground and via in-store activation to educate denture awareness instead of choosing social media platform. In-store activation was also done in major hypermarkets and pharmacists in six major cities in the region.
On the show itself, there will be a new testimonial and educational session slots in between the show to promote Polident.
The show will be aired on 24 April on Astro Prima with the theme Otai Masih Berbisa. Creative for the campaign is managed by Grey while Maxus is the media agency.