ELGYDIUM, the consumer brand of Pierre Fabre Laboratories, has entrusted its communications budget to Serviceplan following a competitive bidding process.

ELGYDIUM is launching a new communications platform for its first innovative range of certified organic and eco-designed toothpastes. The brand has chosen Serviceplan to support it in this process, which will result in the adoption of a new communications territory through two TV copys to be broadcast in 2022. 

For Stéphane Perrot, CEO of Serviceplan, this win is "a way of consolidating the health expertise of the entire Serviceplan Group France, and an opportunity to make visible, coherent and emergent the vision and expertise carried by the ELGYDIUM brand for over 50 years".

For Jessica Souque, Marketing Director at Pierre Fabre Oral Care, "It was to mark the launch of a complete range of certified ORGANIC toothpastes, eco-designed with 48% less plastic, and toothbrushes made from recycled plastic, that the ELGYDIUM brand wanted to renew its communications, reflecting the commitments it has made for over 50 years, both in terms of oral care prevention and for the planet. Serviceplan understood the challenges of this new communications territory and was able to highlight ELGYDIUM's reinvention, while remaining an accomplice to every smile. 

The first communication actions will be visible from June 2022.