Mentadent &
White Now
(Italy)
- BRAND SOCIAL POSITIONING - ORGANIC SOCIAL STRATEGY - ART DIRECTION -
The Challenge:
Mentadent is Italy's leading oral care brand. Market leader, long heritage, products for every life stage from infants to the elderly. Their social presence was built on clinical science and product messaging that belonged in paid - in a category where nobody actively seeks out content, and where the client believed expertise and science were the only benefits they owned.
They needed a way into culture that didn't abandon either.
I owned both the strategic positioning and the creative output, directing the work across their social team based in Rome.
The Brief:
Create an organic social approach that could genuinely earn attention, without losing the brand’s authority as oral care experts.
Insight:
In Italy, oral care isn't just functional. It's foundational. It shapes how people eat, speak, laugh, connect and show up in the world. Fluoride doesn't trend. But living well does.
The Red Thread + Social Positioning:
La Scienza del Vivere Bene (The science behind living well)
Rather than proving authority through science, this reframes the science as something that enables everyday Italian life. Away from product demos and clinical messaging. Into a space that connects the brand to culture.
Because in Italy, the mouth isn't just functional. It's cultural.
The Social-first System:
I I translated the positioning into a content architecture the social team could actually execute against, moving away from product shots toward a structure built on: a relatable human moment, the feeling it creates, and the science that made it possible.
Each content pillar had its own visual world and emotional role, giving the feed variety while maintaining a clear brand POV.
Before
The output:
A social-first content ecosystem designed to feel native to culture, not the category, giving the team a clear red thread, an idea-led way of working, and content that could speak to specific communities with relevance rather than trying to talk to everyone at once.
Visually it created a distinctive identity that felt premium, pushing oral care into a beauty and wellness space and setting it clearing apart in the category.
After