Meridol – Ideation to Conversion

For the Ideation to Conversion, Meridol needed to make the "Product protects" promise something shoppers in the oral care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise stain removal, cleansing & purity claims.

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 for Meridol.

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...

USP Demo Solutions built the Ideation to Conversion for Meridol around the Zinc Detector method, reducing the Product protects story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the oral care aisle instead of a one-way pitch.

From the same physical interaction with the Ideation to Conversion, the demo substantiates claim areas such as stain removal, cleansing & purity, 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 as something the consumer experiences first-hand rather than has to take on trust.

By turning Meridol's "Product protects" message into a hands-on Zinc Detector moment, the Ideation to Conversion becomes a credible, science-backed conversation starter 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 Zinc Detector proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.