Brand Extension: The Macleans Model
The recently introduced 'Macleans Milk Teeth' for children is an example of a brand that is targeted at improving the oral culture of the Nigerian child. LINDA UGWUOTI writes.
The axiom, children are the leaders of tomorrow, is a cliché that has been socially enduring over the ages.
Leaders of today were children yesterday! Children are a leaven of any society. They form a stronger part of the society although physically weak and highly vulnerable to a lot of other influential factors.
Thus, they need to be accorded the deserved attention and be well protected physically, socially and psychologically from all negative influences that can harm them. Any brand that is interested in its growth must consider children in a holistic manner i.e. in all their ramifications.
Corporate bodies that are conscious of their growth and market share are expanding by including special kiddies' offers in the services they provide. Banks are deepening their brands by creating special products for kids. Strong brands too are also leveraging on this to provide their teeming customers with better offers. GlaxoSmithKline is one of such.
GlaxoSmithKline's Macleans Milk-Teeth
Toothpaste GlaxoSmithKline (GSK), one of the world's leading research-based pharmaceutical and healthcare companies, has always had a mission of improving the quality of human life by enabling people to do more, feel better and live longer. Its widely-known Macleans toothpaste has always remained irreplaceable in the hearts of many Nigerians, even after the introduction of other toothpastes into the market. Most people still associate themselves with Macleans as it is among the first toothpastes that took care of the oral problems of many Nigerians. Macleans has become a household brand such that its introduction of Macleans Milk teeth was welcomed with open arms.
In line with its philosophy of keeping abreast of global trends in the oral health care market, GlaxoSmithKline Nigeria Plc recently launched the Macleans Milk Teeth toothpaste, a premium toothpaste brand specially formulated for children between ages one and six as part of the company's commitment to ensuring good oral health among children in Nigeria. With this introduction, there is no doubt that the brand is encouraging children to adopt good oral hygiene habits, whilst still having fun brushing.
According to Mr. Emeka Uchenna, the Senior Brand Manager of Macleans Milk Teeth, GlaxoSmithKline Nigeria is giving a lot of consumers, new window of opportunities and in the toothpaste segment, one type does not fit all. The fluoride content requirement for a kid is different from that of an adult. And over the years nobody has attended to that mistake in the society.
Hence the decision to address that by introducing milk teeth for little kids by GSK. The focus is on children because of the need to catch them young and imbibe oral hygiene in them. Commenting on the new paste Emeka said, "Macleans Milk Teeth is a specially formulated toothpaste for children between the ages of one and six. It is formulated with the right child-safe amount of all the active ingredients in the adult toothpaste especially fluoride. The quantity of fluoride in children's toothpaste is absolutely important, because of the possibility of dental fluorosis, a dental condition which leaves the teeth pitted and mottled, due to too much fluoride in the system as a result of swallowing of toothpaste during brushing".
"Parents should use a pea sized amount of Macleans Milk Teeth on a soft toothbrush for children. Ensure children spit it out after brushing and rinse thoroughly since children would naturally want to swallow it because of the sweet taste. To help the children learn good dental care habit right from the start, parents need to make it fun and enjoyable. You cannot engage a child in a boring activity, and the earlier parents understand this, the better for the whole family. I encourage parents to always supervise and monitor their children not just when they brush their teeth; find time to be involved in their lives; show them love and care and I believe that these will go a long way in helping them achieve the brighter future we all hope for." Emeka further advised.
Educating parents about children's tooth care
In a recently conducted free dental screening programme for children to mark this year's Children's Day celebration in Lagos, parents were advised about the need to maintain healthy oral care of their wards and children. The Macleans Milk Teeth dental screening programme had Paedodontists, the dentists who are specialized in managing the dental needs of infants and children, examining children to determine the healthiness or otherwise of their mouth and educating parents on how to best meet the dental needs of the children. Fun methods of brushing and encouraging regular brushing in children were discussed, and parents were charged to take personal responsibility for inculcating the healthy habit of brushing every morning and night among the children.
According to a paedodontist who preferred to remain anonymous, "We totally support the Macleans Milk Teeth because children need special attention. We know we have both the milk teeth and permanent teeth and for the younger ones, there is a formulation period. When a kid is exposed to excessive fluoride, there is a tendency that the kid will have fluorosis at that developmental stage.
Because we know that as from the sixth month, the kid begins to develop teeth and if the child is exposed to excessive fluoride, the tendency of the child contacting fluorosis is high. For children, because they are always fond of swallowing the toothpaste, we see this Macleans toothpaste as the best.
Currently we are running a research to justify this, but it is wise that children use toothpastes with reduced fluoride. Adults have their own formulation, so do the kids too. And the essence of taking care of children's teeth now, is that as an adult, the kind of food we used to eat when we were younger is different from what these kids eat today. We have a lot of western foods in the Nigerian market that come in with western diseases as well. Some of these children come up with early childhood disease, which is as a result of what they eat, improper brushing and exposure to breast milk.
Most Nigerian mothers breastfeed their babies to bed, thus, there is a pool of milk around the tooth. The essence of brushing at night is that, there are lots of bacteria that pile up during the day and they begin their work at night. We also advice that mothers should not breastfeed their children to bed, neither should they give them sweeteners. Macleans milk teeth is in the market just to aid compliance, to encourage children and to assist mothers ensure that, they give the right formulation to their children".
According to Mrs. Ronke Jegbefume, "My children have been using Macleans milk teeth for months now and it's been okay. My kids eat solid now and the milk teeth paste is the best option for them. Their teeth are getting brighter and they no longer complain of tooth ache. I feel it is okay, especially for children because at this tender age, their teeth are very delicate and I think it is a welcome product."
Conclusion
There is no doubt that children require special care and nurturing from the beginning, and so do their teeth. Macleans Milk Teeth has been specially formulated to protect children's first set of teeth, helping them to develop good oral care habits from the first time they brush. Macleans Milk Teeth contains low levels of fluoride which is safer for young children, whilst effectively strengthening their first teeth's enamel and protecting them from tooth decay. The gentle mint taste and soft texture of Macleans Milk Teeth will help to encourage children to brush regularly. Importantly, Macleans Milk Teeth contains natural flavouring and is completely sugar-free.
Macleans Milk Teeth is the latest addition to the Macleans Toothpaste family in Nigeria and it is endorsed by the Nigerian Dental Association. Macleans Milk Teeth is a premium product of GlaxoSmithKlime Consumer Nigeria, a company that is globally dedicated to helping people everywhere to do more, feel better and live longer.