Meridol – Ideation to Conversion

For the Ideation to Conversion, Meridol needed to communicate the "Product protects" promise in the Oral Care category in a way shoppers could actually see not just read on a label. Standard claim copy and ingredient lists rarely move consumers in the few seconds they spend at shelf or in a consultation, especially when competing products list almost identical benefits.

The brief for the Ideation to Conversion was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand and on message for Meridol.

USP Demo Solutions designed the Ideation to Conversion for Meridol around the Zinc Detector method, the same proof logic our team uses across global oral care programmes. The tool reduces the Product protects story to a single visible reaction the consumer can trigger themselves, which gives the conversation a clear before/after moment instead of a one-way pitch.

As part of the launch of their new Meridol mouthwash, the Meridol team in Switzerland sought an innovative way to present their product at a major conference targeting dentists and researchers from across the EU. The objective was to create a hands-on demo tool that would...

It was built to substantiate claim areas such as stain removal, cleansing & purity, all from the same physical interaction with the Ideation to Conversion, so a single asset can carry several conversations across the Meridol range.

The result for Meridol is a proof of claim delivered through the Ideation to Conversion, something the consumer experiences first-hand rather than something they have to take on trust.

By replacing abstract product copy with a hands-on Zinc Detector moment, the Ideation to Conversion gives Meridol's oral care range a credible, science-backed conversation starter that moves the message from a label promise into a personal experience the shopper can repeat for a friend.

In the field, Meridol runs the Ideation to Conversion primarily for retail activation, delivered in diagnostic tool, physical demo so the same proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its core Zinc Detector logic.

Want a similar Zinc Detector for your own brand? USP Demo Solutions has shipped repeatable, on-claim demo tools like the Ideation to Conversion for Meridol and dozens of other oral care programmes worldwide engineered to be run by retail staff, pharmacists or beauty advisors with zero lab equipment.