Unilever Ghana's 'Talk to the Dentist' campaign won the Chartered Institute of Marketing, Ghana (CIMG) Marketing Oriented Below the Line Campaign of the Year 2022 over the weekend.

The award at the 34th CIMG reflects recognition for their efforts in marketing and promoting oral health.

The award acknowledges the impact and creativity of marketing campaigns in achieving their objectives.

In a citation by the Institute, it said Unilever Ghana was driven by the belief that everyone has a right to good oral health to develop a campaign that draws attention to the fact that people should shift their mindsets from waiting too long for dental attention to taking attention.

"To even use segmentation, targeting and positioning as a strategic policy to identify with your specific target audiences and to deliver a bespoke message to call them to action, remain a strong point worthy of mention."

CIMG added, "As a result, you witnessed an increase in the brand power of Pepsodent from 46% in Q1 to 47% in Q2, with brand penetration increasing from 71.3% in Q1 to Q3. Significantly, volume share also increased from 54.8% to 55.9% in the year under review."

The Institute said Unilever Ghana is duly being celebrated for its creative ingenuity and proven application of Marcomms, which sends the right signals for a required action.