Skip to main content

Making a connection between oral health and risk factors to help fight early gum disease

Canadians have a burgeoning understanding of the importance of oral health for overall well being. Yet, while 65 % of Canadians suffer from bleeding gums, a sign of early gum disease that should be addressed, approximately half choose to ignore the issue.1 

Colgate was launching Colgate PerioGardSF, an over-the-counter therapeutic gum care regimen for early-stage gum disease, in Canada, a market dominated by established competitors. It was essential to achieve rapid awareness and drive crucial user conversion. 

The team developed a strategy designed to empower Canadians to take control of their gum care by activating professional voices and amplifying data-driven claims. A foundational insight was generated through a proprietary survey that revealed a significant lack of awareness regarding early gum disease and its risk factors.1 This ownable data became the compelling through-line for all tactical executions, from ongoing earned media and key thought leader interviews to consumer influencer partnerships and sponsored content, creating an undeniable argument for immediate action against early-stage gum disease.

This integrated, bilingual approach transformed consumer perception, drove market penetration2, and resulted in a BrandSpark International Best New Product Award3 and a Gold CPRS Ace Award for our work.4

  1. 1. Newswire.ca. (2023, May 17). New Colgate® PerioGard® SF Gum Care & Sensitivity Toothpaste Significantly Reduces Gum Bleeding and Inflammation. Retrieved from https://www.newswire.ca/news-releases/new-colgate-r-periogard-sf-gum-care-sensitivity-toothpaste-significantly-reduces-gum-bleeding-and-inflammation–823401214.html
  2. 2. Data from Nielsen Canada Point of Sale – L13W Week Ending 30.3.24
  3. 3. Newswire.ca. (2024, March 20). Colgate® PerioGard®SF Gum Care Awarded Best New Product by BrandSpark and Expands Regimen with Launch of Gum Care & Enamel Rebuild. Retrieved from https://www.newswire.ca/news-releases/colgate-r-periogardsf-gum-care-awarded-best-new-product-by-brandspark-and-expands-regimen-with-launch-of-gum-care-enamel-rebuild-886485247.html
  4. 4. CPRS Toronto. (2025, August). 2025 CPRS ACE Award Winners Press Release. Retrieved from https://cprstoronto.com/wp-content/uploads/2025/08/2025-CPRS-ACE-Award-Winners-Press-Release.pdf