European Oral Healthcare
Over the past six years JB Communications has helped GSK CH take its category vision to its European retailers.

JB created an overall look and identity for the presentation and a ‘personality’ was developed for each of the drivers. They were each portrayed by a unique icon, which was then animated to reveal their specific sales opportunities. Every slide was challenged, edited and visualised so that words were kept to a minimum and charts simplified.

The macro trends affecting consumers and shoppers were presented on video. As part of this, interviews with a dental expert explained how lifestyle changes were impacting on dental health, thereby changing consumer needs and presenting new commercial opportunities. One major out-take from this work was to challenge the way the oral care fixture was configured, moving it from a brand-blocking layout to one based on the consumer’s oral care needs.

In delivering to the different European markets, JB set up a website so that the individual countries could download the PPT, artwork for the print items and the videos, translated into their respective languages. This category approach and presentation has helped GSK CH gain greater influence with a larger number of European retailers.

The success of the original work produced by JB has meant that GSK CH has come back to us to update and refresh their category vision over the years.


“JB Communications has been very responsive, passionate and fully dedicated to the task at hand. Substantial value added through graphic design and clarity and focus of message. Helping to make the complex simple to understand.”

Victor Geus
Commercial Director
GSK Central & Eastern Europe