We are producing effective toothpastes

Experience

Long-time practice is the master of all things

(Julius Cesar)

Doramed approx 1930

Doramad radioactive toothpaste was produced during twenties by Auergesellschaft of Berlin. The same company founded by Carl Auer von Welsbach who invented the gas lantern mantle!

Before 2nd war we cooperate with one of the most popular European toothpaste brand DORAMED advertised as radioactive toothpaste (with active ingredient radium)

Optodent approx 1935

Optodent advertised as whitening toothpaste in local print magazines Ad approx 1935

1st domestic foaming toothpaste, but soap-free we produced until 1970

Pebeco from 1954

Original ad. for Pebeco toothpaste approx. 1944

Beiersdorfs best-seller was one of the most popular toothpaste in Europe in the middle of the 20th century

Nivea toothpaste from 1954

Original ad. for Nivea toothpaste approx. 1952

Nivea toothpaste was one of the first product that we produced in the begining of the cooperation with BDF 1954

Odol toothpaste & mouthwashes from 1956

We produced licenced Odol toothpaste and mouthwashes more than 20 years

Croatian catalogue for Odol approx. 1956

Odol banner on the main square in Zagreb

Binaca from 1973 until 1996

Best-selling toothpaste in former Yugoslavia

Causamed from 1994 until 1999

Beiersdorfs medical toothpaste made approx 1978

Plidenta launched 1984

The name Plidenta was created by the prefix from name of lergest Croatian pharma company Pliva (owner of Neva until 2003) and dent (teeth)

Plidenta is created for healthy and beauty teeth. Its range is carefully designed for years and updated with new products that always provide, in accordance with the leading trends in oral hygiene, the best way to preserve the health of your teeth and mouth. With width range and multiple certified quality, Plidenta meet the needs of the most demanding consumers.

Category

The consumer is not a moron. She is your wife.

(David Ogilvy)

Global oral care category

Denture Care

Dental Care 3%
Mouthwash 9%

6%

Toothbrushes 24%

Toothpastes 58%

Source: DataMonitor Global Oral hygiene Market to 2012 DBCM4462

Toothpaste major players in Europe

COLGATE PALMOLIVE Colgate GABA brands (Pharmacy) GSK Aquafresh Sensodyne UNILEVER Signal P&G Blend-a-med / AZ / Crest SCH. HENKEL Theramed / Licor d Polo / Vade PRIVATE LABELS
Source: DataMonitor Global Oral hygiene Market, EURS BIG 5, 2012

29% 22% 4% 20% 12% 7% 11% 10% 9% 6% 6% 4% 5%

Toothpaste Category Segments

BAD BREATH
GUM PROTECTION

ANTI-TARTAR ANTI-PLAQUE

SENSITIVITY

Oral Care Expert

ANTI-CAVITIES

STRENGTHENS E.

WHITENING

ANTI-STAINS

Category segments EEC

Plaque Removal
5% Hyper Kids/Junior 4% Multiple Benefit 26%

Sensitivity 9%
Gum Protection 13%

Cavity Protection 18%

Whitening 25%

Source: : Oral Hygiene in Eastern Europe to 2014 , Market Databook, Reference Code: DBCM6903, Markets covered: Bulgaria, Baltic States, Czech Republic, Hungary, Poland, Romania, Russia, Slovakia, Ukraine, Croatia, Slovenia, 0.750694392 Euros

Where we sell toothpastes?

Small Grocery 5% Medium Grocery Discounters 9% 6%

Drugstores 32%
Supermarkets 23%

Hypermarkets
25%

Source: : Oral Hygiene in Eastern Europe to 2014 , Market Databook, Reference Code: DBCM6903, Markets covered: Bulgaria, Baltic States, Czech Republic, Hungary, Poland, Romania, Russia, Slovakia, Ukraine, Croatia, Slovenia, 0.750694392 Euros

How it looks?

Stretch level

Eye level

Waist level

Bend level

Growth Segments
Multiple Benefit: Complete all-in-one product claims & new combination of product benefits Whitening: Move to multi-functional positioning and from cosmetic to therapeutic appeal

Anti-Caries: Generic Family/Economy connotation & longlasting clean feeling and extreme freshness Sensitivity: advance & premium professional expertise

Product Positioning

Consumer trends

Women primary TG

Younger consumers recognise multiple benefits for thier health

Brand loyalty is not key (but PL share is remains low)

Expert positioning increase trast and reassurance

Portfolio

Once the toothpaste is out of the tube, it is hard to get it back in!
(H. R. Haldeman)

Anti-cavity protection segment

Extreme freshness Pure peppermint

Value for money product All-purpose family prod

Anti-plaque

Selected ingredients for both day and night care

Gum Protection

6 Herbal Extraxts Nature appeal

With natural propolis Nature appeal

Multiple Benefit

Regenerates/prevents of gum ageing With micro-capsules Gel toothpaste

All-in-one toothpaste 8 active effects 6 active ingredients

Whitening

With chemical complexation, Without mechanical abrasion

Balanced pH

Whitening + Multiple Benefit

4 active ingredients Ice mint flavour Controls tartar

6 extracts Whitening effect Prevents periodontal diease

Special therapeutic

Antibacterial innovation Act already after 15 sec Co-branding with BASF

Agains hypersensitivity With FDA approval ingredient

Kids toothpastes

For children 2 6 years Clinical defined lower concentration of fluoride

7 13 years Tweenagers packaging Originaly speramint fla

Other formulation on request

+ Calcium

+ Sodium Bicarbonate

+ Cranberry + Q 10 + Aloe Vera

+ Anti Nicotine active ingredients

+ Vitamins + A, E, B5

Toothbrushes & Accessories

Contract manufacturing from China

Travel pack in blisters

Unique product
10 ml / 19 mm

...Technology

Any sufficiently advanced technology is indistinguishable from magic

(Arthur C. Clarke)

...How it works in Pro-t-action?

Acid eats away at tooth enemal and caause cavities

Caries is very strongly associated with colonization of the tooth surface biofilm by mutan-producing streptococci. Most common: Streptococcus mutans

Lactobacillus Pro-t-action selectively gathers and groups Streptococcus mutans bacteria

Pro-t-action collects bad bacteria (S. Mutans)

By teeth washing the bacteria are flushed out of the mouth

Sodium Fluoride strengthens tooth enamel

...How it looks

S. mutans

LB pro-t-action

Aggregates

Microscopy: phase contrast and fluorescent labelling

...Clinical Trials Example

...Credential examples
PR-s in Technology Review

Prof. Dr. Ch. Lang - Presentations on the 8th Asia-Pacific Weeks (APW) in Berlin

Datamonitor Product Launch Analitics by Symrise Quarterly Report, New Launch Alert , July 2011

...Quality

Quality is never an accident; it is always the result of intelligent effort.

(John Ruskin)

...Toothpaste capabilities

ISO 9001-2000 / 14001-2003 standard In House R&D Laboratory Zagreb National Brand Equivalent Products Toothpaste Filling & Packing in Zagreb

Capacity 4.500 Toothpastes / hour Warehouse Distribut Centre in Zagreb Distribution 7.000 Outlets Croatia B&H Advertising Support

...Quality

recognition
Consumer Awards Trusted Brand RD 2007 Trusted Brand RD 2008

Manufacturing Quality ISO 9001/2000 Good Manufacturing practice

Design Awards Superbrands 2006/07 Cropak Best packag 05 Professional Recognit Croatian Chamber of Commerce

Clinical Testing
Faculty of Stomatology Zagreb Klinik J. Gutenberg Uni Mainz, Germany

Packaging information in English

English, French and Arabic declaration INCI

Name of producer

Made in Europe Name & key benefit

Clinical Trial

Description

Purpose

Other product information in English

http://www.plidenta.com

https://twitter.com/Plidenta https://plus.google.com

http://www.yotube.com/ThePlidenta

Wrap up
Heritage & Experience

Full range

Quality row material from European sources

Realibility & reassurance

Appendix

Favorite Toothpaste

Thanks to its ideal formula with strong peppermint and mint extracts, and its fluoride effect which prevents the development of cavities and aids the process of demineralization of tooth enamel, Plidenta Superfresh will be the favorite toothpaste on your market.

Favorite Toothpaste

Thanks to its ideal formula with strong peppermint and mint extracts, and its fluoride effect which prevents the development of cavities and aids the process of demineralization of tooth enamel, Plidenta Superfresh will be the favorite toothpaste on your market.

Beauty at day, healthy at night

There are few toothpastes like Plidenta Day & Night, that have such a combination of ingredients that assure a balance of daily and nightly dental care needs. Plidenta Day & Night contains ingredients that help fight the bacteria that enters our mouths when we eat, preventing the formation of cavities and parodontitis. The unique system with a prolonged refreshing effect gives a long-lasting feeling of freshness and cleanliness after brushing, and the active flouride ensures effective protection from cavities while making strong teeth and healthy gums..

Natural protection of teeth and gums

If you would like to protect your teeth naturally, Plidenta Herbal is the perfect solution for you. Other than fluoride, it contains a total of six plant extracts that gently act on teeth and gums: chamomile facilitates the healing of wounds and has bacteriostatic qualities; sage disinfects and strengthens gums; cinquefoil prevents inflammation of the mouth and is gentle to the mucous membranes; lemon balm has antibacterial and antiviral properties; hamamelis helps with infections and injuries, and rosemary deodorizes and has antiseptic powers.

Lucky teeth!
Since ancient times, propolis has been used in folk medicine. Over the past few years, the increase of its use for medical purposes has been noted. Studies have shown that using toothpastes based on propolis can decrease the formation of plaque, decrease the number of "bad" bacteria in the mouth, soothe toothaches as well as gum disease (periodontitis), and it can be useful in healing wounds. Propolis has antibacterial, antiviral, and antifungal properties. In Plidenta's Protective toothpaste, propolis has been incorporated with allantoin from the aloe vera plant, which eases infections, while strengthening and regenerating gums.

Nature and technology in health care

Plidenta Triple Active shows how nature and technology can be found together in health care. It contains gentle microcapsules filled with vitamin E, bisabolol and menthol. Vitamin E prevents the formation of "free radicals" responsible for aging proceses. Bisabolol from chamomile prevents and helps heal inflammations, and menthol in capsule increases the toothpaste flavour, prolonging its refreshment. We especially recommend it for removing plaque in the hard to reach areas between teeth. When pressed by the toothbrush, the microcapsules pop and so, besides releasing their active substances, they perfectly clean inaccessible areas.

Wow! It's incomparable!

Everything you've ever heard a toothpaste having, and no other has everything - Plidenta Sinergal has it. Period. Zinc lactate to fight bad breath, prevent the formation of tartar, and to help fight gingivitis; triclosan to prevent plaque, cavities, and, indirectly, parodontitis; pyrophosphate to prevent tartar and reach an optimal pH value in the mouth, and the complexation method with tripolyphosphate creates a whitening effect. Allantoin calms and soothes infections. Fluoride prevents cavities, in a concentration that also prevents cavities to open dental roots.

Smile more!
Healthy, clean, and nicely placed teeth beautify every smile. We are all born with a naturally pretty smile. Unfortunately, in time, a beautiful smile can disappear and teeth can stain. That is why we offer Plidenta Extra White. With regular use, this toothpaste of extraordinary quality and perfect refreshment will help your renew the natural whiteness and shine of your teeth and prevent the formation of tartar. It is gentle to the surface of tooth enamel because it does not use harsh abrasives, but a chemical method that prevents the transformation of the initial amorphic tartar into crystal tartar deposits.

Multiplied goodness

Prevent cavities, tartar, plaque, and disease with regular use of one toothpaste! Compare the number and quality of active ingredients in Plidenta Multi White: allantoin, pyrophosphate, triclosan, and fluoride with any other multifunctional toothpaste and you'll see why your teeth are cleaner, better protected, more pampered, and shinier after brushing with Multi White.

Natural and beautiful

For all the fans of Plidenta Herbal who would like to add the renewal of natural whiteness and shine of teeth to all its other qualities, we recommend the use of Plidenta Herbal White. This toothpaste has the same 6 plant extracts and a strong menthol aroma, just like Plidenta Herbal, with a whitening agent that gently and surely polishes teeth and helps renew their natural whiteness and shine.

The solution for overly sensitive teeth

Have you felt intensive tooth pain due to temperature change or sweet, salty, and sour food, or from the touch of a toothbrush? Choosing an appropriate toothpaste and properly and regularly brushing and filling cavities, is the best way to avoid this unpleasant and dangerous problem for oral health. Plidenta ProSensitive contains clinically proven potassium nitrate, which works in such a way that it deactivates the nerve ending, after which stimulations are no longer sent to the nerves. Research has shown that after only two weeks of regular use of toothpaste with potassium nitrate, a significantly larger desensitised effect was shown in comparison to regular toothpastes. Along with potassium nitrate, Plidenta ProSensitive also contains the active ingredient of zinc citrate which efficiently decreases the number of bacteria colonies, the toxins they emit, which cause the creation of plaque and tartar, which are the main cause of gum recession and constant bad breath. Two toothpastes in one again!

Bite down on cavities

Caries is the most common infectious disease. More than 5 bn. people suffer from tooth decay. Epidemiological studies1 show an alarming globalincrease in caries prevalence. Caries is very strongly associated with colonization of the tooth surface biofilm by mutanproducing streptococci. Most common: Streptococcus mutans Plidenta Pro-t-action is the first toothpaste in the world to contain this probiotic culture. Lactobacillus Pro-t-action is a specifically acting probiotic (Lacobacillus paracasei) which coaggregates mutans Streptococci and thus reduces caries-causing bacteria in the mouth. Germany. It is scent-free and taste-free in the toothpaste, it does not irritate the mucous membrane and it contributes to the maintenance of healthy and useful microflora in the mouth with regular daily use. Plidenta Pro-t-action is co-branding with global chemical company BASF Future Business GmbH Prevents plaque, Contributes to the removal of the Streptococcus mutans bacteria, the most common cause of cavities, Creates an environment for the development of good bacteria, Reacts exclusively with cavity-causing bacteria, but does not affect other bacteria in the mouth, Acts already after 15 seconds of brushing, According to scientific research presented at international professional conferences, Lactobacillus Pro-t-action decreases the number of S. mutans bacteria, which is considered to be the most responsible for cavities, by up to 50% with regular daily use, Prevents the accumulation of plaque, Strengthens tooth enamel

For our dearest!

We recommend the use of forest fruit flavoured Plidenta Junior toothpaste for our youngest fans. This clinically proven sugar-free toothpaste contains a complex that reliably fights cavities (fluoride) in a concentration safe for children (0.13%) and it has antibacterial properties while removing plaque, which improves the oral hygiene index, with a gentle aroma of forest fruit.

For Tweens!
Children pass through the various phases of their lives in the blink of an eye. One day they're children, the next they're teenagers. Between that are the prepubescent or tween years. Plidenta Cool contains carefully chosen active ingredients for reliable protection and strong teeth in the tween years: fluoride in a safe concentration to protect from cavities, an additional source of calcium needed for teeth, which prevents the formation of tartar, and, together with fluoride, helps prevent the formation of cavities, and natural xylitol which has an antibacterial effect. The sparkly toothpaste with gentle coloured capsules thoroughly cleans food deposits and the hardest to reach places between the teeth and gums. It contains the original spearmint gum flavour.

Description
Producer code
10011197

Product name
PLIDENTA SUPERFRES H PLIDENTA HERBAL PLIDENTA DAY&NIGHT PLIDENTA PROTECTIV E PROPOLIS PLIDENTA FAMILY PLIDENTA EXTRA WHITE PLIDENTA HERBAL WHITE

Picture

Sub-category DEEP FRESH / ANTICARIES

Description
FIGHTS CAVITIES , CLEANS THROUGHLY , PROVIDES LONG LASTING BREATH FRESHNESS PURE MENTHOL FLAVOUR

Active Ingredients

Sodium Fluoride (0,24%)

10011194

HERBAL PROTECTION

10011196

ADVANCED CLEAN ANTIPARADNTOSE ACTIVE / NATURAL PROPOLIS FLUOR / ANTI CAVITIES WHITENING / ICE WHITENING WHITENING HERBAL NATURAL / GUM PROTECTION

Sodium Monofluorophosphate (0,76%) Salvia Officinalis SOOTHES GUM INFLAMMATION AND (Sage) Leaf Extract, Chamomilla Recutita (Matricaria) Flower BLEEDING PREVENTS PERIODONTAL Extract, Melissa Officinalis Leaf Extract, Hamamelis Virginiana DISEASE WITH 6 HERBAL EXTRACTS (Witch Hazel) Leaf Extract, Potentilla Erecta Root Extract, Rosmarinus Officinalis (Rosemary) Leaf Extract, FIGHTS CAVITIES RESHENS BREATH Sodium Fluoride (0,24%), Triclosan (0,20%) WITH ADDITIONAL SOURCE OF TRICLOSAN PROTECTS AGAINST GUM INFLAMMATION AND BLEEDING PREVENTS PERIODONTAL DISEASE REMOVES PLAQUE FIGHTS CAVITIES CLEANS THROUGHLY PROVIDES LONG LASTING BREATH FRESHNESS PURE MENTHOL FLAVOUR WHITENING EFFECT PROVIDES LONG LASTING BREATH FRESHNESS CONTROLS TARTAR FIGHTS TOOTH DECAY BALANCED ALIVERY Ph WHITENING EFFECT PREVENTS PERIODONTAL DISEASE WITH 6 HERBALS REMOVES PLAQUE REBUILDS AND STRENGTHENS GUMS

10011193

Propolis Cera, Allantoin, Sodium Fluoride (0,24%),

10011195

Calcium Lactate (1,00%), Sodium Fluoride (0,24%), Pentasodium Triphosphate (1,00%), Tetrasodium Pyrophosphate (0,50%), Sodium Fluoride (0,24 %),
Alumina, Sodium Monofluorophosphate (0,76%), Salvia Officinalis (Sage) Leaf Extract, Chamomilla Recutita (Matricaria) Flower Extract, Melissa Officinalis Leaf Extract, Hamamelis Virginiana (Witch Hazel) Leaf Extract, Potentilla Erecta Root Extract, Rosmarinus Officinalis

10011192

1902857

Producer code

Product name

Picture

Sub-category TOTAL WHITENING, TARTAR CONTROL / TOTAL PROTECTION RIPLE ACTION, MICROCAPSULE TOOTHPASTE WHITENING SENSITIVE / COMPLEX SENSITIVE PROBIOTIC TOOTHPASTE / CAVITY / PLAQUE

Description
ALL IN ONE TOOTHPASTES WITH 7 ACTIVE EFFECTS ANTI-CAVITY / PLAQUE / TARTAR ANTI-AGEING WHITENING

Active Ingredients Pentasodium Triphosphate, Zinc Lactate (1,00%), Tetrasodium Pyrophosphate (0,50%), Allantoin (0,30%), Sodium Fluoride (0,29%), Triclosan (0,20%), Tocopheryl Acetate (0,50%), Panthenol (0,50%), Sodium Fluoride (0,24%), Potassium Nitrate (5,00%),Zink Zitrate, Sodium Fluoride (0,24%),

10011198

PLIDENTA SINERGAL

10011201

PLIDENTA TRIPLEACTIVE PLIDENTA PROSENSITIVE PLIDENTA

PROT_ACTION

10011200

REGENERATES/PREVENTS OF GUM AGEING WITH MICROCAPSULES RELIEVES INFLAMMATORY FIGHTS PLAQUE AND CAVITIES RELIEVES THE PAIN OF SENSITIVE TEETH WITH FDA APPROVED POTASSIUM NITRATE REDUCES/PREVENTS TOOTH SENSITIVITY CAVITY / PLAQUE PROTECTION

10011199

Sodium Fluoride (0,24%), Lactobacillus,

10011204

PLIDENTA JUNIOR PLIDENTA COOL

KIDS TOOTHPASTE

CAVITY PROTECTION WITH FLUORIDE IN A CONCENT SUITABLE FOR CHILDREN WITH FDA APPROVED INGREDIENTS XILITOL AND TRICLOSAN KIDS TOOTHPASTE FOR TWEENS EFFECTIVE PLAQUE REMOVAL ADDITIONAL SOURCE OF CALCIUM

Triclosan (0,20%), Sodium Fluoride (0,12%),

10011203

KIDS TOOTHPASTE / TWEENS

Calcium Lactate, Xylitol, Sodium Fluoride (0,24%),

Description

Flavor Management
PEPPERMINT

MENTHOL

SPEARMINT

EUCALYPTUS

Oral Care Expert

HERBAL

FRUITY

SPICE

Flavor Management
Product Name Product Picture

1st Flavor 2nd Flavor 3rd Flavor 4th Flavor Descriptor Descriptor Descriptor Descriptor

Flavour Management
Product Name Product Picture

1st Flavor 2nd Flavor 3rd Flavor 4th Flavor Descriptor Descriptor Descriptor Descriptor

Packaging options

50 ml 28 mm 12/20 m PE/Al / Flip-top cap Wh/Sil tube 6 color 170 x 43 x 32 mm Carton 320 gr/m2 6 color print MOQ 70.000

75 ml 30 mm 12/20 m PE/Al / Flip-top cap Wh/Sil tube 6 color 170 x 43 x 32 mm Carton 320 gr/m2 6 color print MOQ 70.000

100 ml 30 mm 12/20 m PE/Al / Flip-top cap Wh/Sil tube 6 color 170 x 43 x 32 mm Carton 320 gr/m2 6 color print MOQ 58.000

125 ml 35 mm 12/20 m PE/Al / Flip-top cap Wh/Sil tube 6 color 170 x 43 x 32 mm Carton 320 gr/m2 6 color print MOQ 70.000

Other Packaging options

Travel packs in blisters 10 ml
10 ml 19 mm 12/20 m Conus cap Wh/Sil tube 6 color 170 x 43 x 32 mm Carton 320 gr/m2 5 color print MOQ 70.000 Two tubes in the box 2 x 50 ml 10 ml 19 mm 12/20 m Conus cap Wh/Sil tube 6 color 170 x 43 x 32 mm Carton 320 gr/m2 5 color print MOQ 70.000 2 + 1 co-packs In-bulk production

10 ml 19 mm 12/20 m Conus cap Wh/Sil tube 6 color 170 x 43 x 32 mm Carton 320 gr/m2 5 color print MOQ 10.000

10 ml 19 mm 12/20 m Conus cap Wh/Sil tube 6 color 170 x 43 x 32 mm Carton 320 gr/m2 5 color print MOQ 70.000

Neva Marketing Atlantic Grupa SBU HealthCare Heinzelova 47b 10000 Zagreb Croatia E-mail: branimir.zoraja@atlanticgrupa.com Phone: + 385 91 2413 731 www.plidenta.com/en www.facebook.com/plidenta.hr www.youtube.com/ThePlidenta