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China 2015: BRAND PROFILE | 90. Zhong Hua

Zhong Hua launched a new marketing campaign with a slogan that connected the power of a bright smile with a positive personality, emotional power and happiness. The brand engaged a well-known Chinese actress as spokeswoman and worked with a popular TV series to promote the brand.

In a related initiative, Zhong Hua collaborated with Tencent, the Internet portal, encouraging people to photograph

themselves smiling and then share their photo online. The new smile campaign and an updated logo, are part of Zhong Hua’s effort to refresh a 60-year- old toothpaste brand and widen appeal to a contemporary audience.

Zhong Hua is part of the Unilever oral care brand portfolio and is variously known as Signal, Pepsodent, Mentadent, Aim or P/S, depending on the national market.