CLIENT
PERFETTI Van Melle
PRODUCT
Chewing Gum Reloaded
Educational campaign
STRATEGY
- Direct Email Marketing
- Product Sampling
- Offline Advertising
SERVICES
- Web Design
- Packaging
- Product Sampling Management
- Mailing
OBJECTIVE
To promote, with authority and scientific credibility, the benefits of sugar-free chewing gum as a complementary tool for oral health—raising awareness among dentists and encouraging them to recommend the product to their patients.
The main goal was to refresh and adapt Perfetti Van Melle’s ongoing unbranded campaign Chewing Gum Reloaded (launched in 2023) for the dental professional audience, encouraging participation in the educational initiative and enabling users to receive a free sample. The initiative was completed with a customized display box designed for direct use in dental practices.
SOLUTION
The restyling of Chewing Gum Reloaded for dental professionals was conceived as a fully integrated digital and physical ecosystem, connecting educational content, tailored design, and end-to-end logistics.
We designed and developed a fully customized landing page, structured to educate, inform, and convert. Each section was optimized to guide professionals through a clear journey: from understanding the scientifically proven benefits of sugar-free chewing gum, to filling out the sample request form.
The interface reflected the visual identity of Perfetti’s educational campaign launched in 2023, but adapted for the dental audience, with a visual palette, icons, and microcopy aligned with the project’s scientific communication. The narrative flow was simple yet authoritative, reducing friction and encouraging conversions.
We also integrated a dynamic interactive wheel on the landing page, designed to present the main daily benefits of sugar-free chewing gum in an intuitive and engaging way.
On hover or tap, each section of the wheel activated, showcasing topics ranging from “Oral Health” to “Pre- and Post-Surgery Benefits,” as well as “Focus” and “Sports”—each supported by concise microcopy and scientific insights.
This visual element, specifically tailored to dental professionals, transformed education into an interactive and memorable experience, making the product’s clinical value instantly clear.
To maximize visibility, we launched a dedicated DEM campaign targeting our database of dental professionals, specifically dentists and dental hygienists. Tailored messaging for each audience segment drove highly qualified traffic to the landing page.
The email layout was clear and impactful, enhancing the initiative’s scientific message and focusing attention on the call-to-action—driving a high interaction and click-through rate, a key factor in the campaign’s success.
PACKAGING DESIGN
Alongside the digital strategy, we designed and produced a fully customized display box to serve as a communication tool within dental practices. With dedicated graphics, scientific information printed on its sides, and a practical opening pocket, the packaging became more than just a container for samples—it acted as an educational aid, keeping the campaign message visible in dental offices long after initial contact.
WAREHOUSE & LOGISTICS
Once the lead generation phase was complete, Bplus managed the entire operational workflow: from collecting and validating addresses, to preparing and shipping orders. Each box was carefully packed and delivered to participating practices, ensuring precise and timely distribution. This transformed a digital campaign into a tangible brand experience, strengthening awareness and loyalty.
MAILING
In parallel with the distribution of free samples, the campaign was reinforced with a dedicated insert distributed via our industry magazine, INFODENT®, reaching every dental practice in our database.
This insert supported and amplified the educational message, serving as a tangible reference and reminder for dentists, extending the impact of digital communication and consolidating the campaign’s positioning within professional practices.
RESULTS
The campaign achieved an exceptional conversion rate of 82.3%. Interest was so high that available stock was exhausted before the official end of the initiative—a clear signal of the campaign’s relevance and effectiveness in turning educational content into concrete, real-world actions within dental practices.
Beyond lead generation, the initiative successfully extended the reach of Perfetti Van Melle’s educational project, combining digital engagement, printed communication, and physical product sampling to maximize brand awareness in the dental sector. The success of this strategy paves the way for future engagement initiatives with the same impact.
WHAT HAPPENED AFTER THE BOX ARRIVED?
To measure the effectiveness of the initiative and understand how the Chewing Gum Reloaded project was perceived, we conducted a focused survey among the professionals who received the sampling box. The results reveal a high level of awareness around the benefits of xylitol and a strong inclination toward active recommendation:
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99% are familiar now with xylitol and its role in preventing caries.
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93% recommend xylitol-based products to their patients, with varying frequency.
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81,5% suggest the use of chewing gum as a support for daily oral hygiene.
The box was placed in highly visible areas within the practice, often accompanied by a direct invitation for patients to try the product. This is a clear sign of the project’s ability to create meaningful interaction between professional, patient, and product.
This phase demonstrates that Chewing Gum Reloaded was far more than a sample distribution: it successfully integrated into the real dynamics of the dental practice, sparked conversation, and increased the likelihood of professional recommendation. A valuable insight that strengthens the brand’s positioning within the oral-care segment.
To further incentivize participation and offer an additional practical asset for daily clinical communication, we provided a bespoke playbook created by Bplus: New strategies to engage patients in oral health. Designed as a hands-on tool, it helps professionals enhance communication, reinforce patient relationships, and improve the effectiveness of their recommendations.
A “virtual gift” that helped consolidate the project as a best-practice example of education, engagement, and in-practice activation—enhancing both the brand and its relationship with dental professionals.
