{
  "schemaVersion": "1.0",
  "generatedAt": "2026-08-28T12:23:08.931Z",
  "id": "169",
  "slug": "signal-mildness-test",
  "url": "https://www.usp.at/demo-library/signal-mildness-test",
  "title": "Signal – Mildness Test",
  "displayTitle": "Signal – Mildness Test",
  "brand": "Signal",
  "company": "Unilever",
  "category": "Oral Care",
  "claim": "Gentle on gums",
  "benefit": "Mild on sensitive teeth",
  "technology": "Mildness Demo",
  "claimTypes": [
    "Repair",
    "Sensitivity & Soothing",
    "Cleansing & Purity"
  ],
  "businessUses": [
    "Retail Activation"
  ],
  "formats": [
    "Diagnostic Tool",
    "Physical Demo"
  ],
  "image": "https://www.usp.at/images/demos/signal-mildness-test/demo-169-MicrosoftTeams-image-38-650x650.png",
  "summary": "Signal Toothpaste’s R&D successfully formulated a new toothpaste aiming to promote its mildness by excluding Sodium Lauryl Sulfate (SLS), positioning it as gentle on teeth and gums while enhancing overall oral health.",
  "publicExcerpt": [
    "The primary challenge was to visually and tangibly exhibit the mildness of the toothpaste while highlighting its benefits for oral health. They needed to create a compelling demonstration that could effectively convey the mildness aspect to internal stakeholders.",
    "Seeking to internally showcase this breakthrough, the team engaged with USP, a trusted partner in previous collaborations, to create a successful demonstration for their new formulation.",
    "Using ideation to conceptualize a demonstration strategy and comprehensive brainstorming sessions and validation, the USP team arrived at a multifaceted solution:"
  ],
  "access": {
    "fullCaseStudy": "gated",
    "note": "The full write-up is available on the demo library page after entering an access code. Request access at https://www.usp.at/contact"
  }
}