Expert for Toothpaste Production

1. We are producing
effective
toothpastes…

2. „Long-time practice is
the master of all things”
(Julius Cesar)
Experience

3. Doramed – approx 1930
Before 2nd war we cooperate with one of the most popular
European toothpaste brand DORAMED advertised as “radioactive
toothpaste” (with active ingredient radium)
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!

4. Optodent– approx 1935
1st domestic “foaming toothpaste, but soap-free”
we produced until 1970
Optodent advertised as whitening toothpaste
in local print magazines – Ad approx 1935

5. Pebeco – from 1954
Beiersdorf’s best-seller was one of the most popular
toothpaste in Europe in the middle of the 20th
century
Original ad. for Pebeco toothpaste approx.
1944

6. Nivea toothpaste – from 1954
Nivea toothpaste was one of the first
product that we produced in the
begining of the cooperation with BDF
1954
Original ad. for Nivea toothpaste approx.
1952

7. Odol toothpaste & mouthwashes – from
1956
Croatian catalogue for Odol approx. 1956
We produced licenced Odol toothpaste and
mouthwashes more than 20 years
Odol banner on the main square in
Zagreb

8. Binaca – from 1973 until 1996
Best-selling toothpaste in former Yugoslavia

9. Causamed – from 1994 until 1999
Beiersdorfs medical toothpaste made approx
1978

10. Plidenta launched 1984
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.
The name Plidenta
was created by
the prefix from
name of lergest
Croatian pharma
company Pliva
(owner of Neva
until 2003) and –
dent (teeth)

11. “The consumer is not a
moron. She is your wife.”
(David Ogilvy)
Category

12. Global oral care category
Toothpastes
58%
Toothbrushes
24%
Mouthwash 9%
Dental Care 3%
Denture Care
6%
Source: DataMonitor Global Oral hygiene Market to 2012 DBCM4462

13. Toothpaste major players in Europe
Source: DataMonitor Global Oral hygiene Market, EUR’S BIG 5, 2012
COLGATE PALMOLIVE 29%
Colgate 22%
GABA brands (Pharmacy) 4%
GSK 20%
Aquafresh 12%
Sensodyne 7%
UNILEVER 11%
Signal 10%
P&G 9%
Blend-a-med / AZ / Crest 6%
SCH. HENKEL 6%
Theramed / Licor d Polo / Vade 4%
PRIVATE LABELS 5%

14. Oral Care
Expert
GUM PROTECTION
ANTI-TARTAR
ANTI-PLAQUE
ANTI-CAVITIES
SENSITIVITY
BAD BREATH
ANTI-STAINSWHITENING
STRENGTHENS E.
Toothpaste Category Segments

15. Category segments EEC
Multiple Benefit
26%
Whitening 25%Cavity
Protection 18%
Gum Protection
13%
Hyper
Sensitivity 9%
Plaque Removal
5% Kids/Junior 4%
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

16. Where we sell toothpastes?
Drugstores 32%
Hypermarkets
25%
Supermarkets
23%
Discounters 9%
Medium Grocery
6%
Small Grocery
5%
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

17. How it looks?
Stretch
level
Bend
level
Eye
level
Waist
level

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

19. Product Positioning

20. Consumer trends
Women primary TG
„Expert” positioning
increase trast and
reassurance
Younger consumers
recognise multiple
benefits for thier
health
Brand loyalty is not key
(but PL share is
remains low)

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

22. Extreme freshness Value for money product
All-purpose family prodPure peppermint
Anti-cavity protection segment

23. Selected ingredients for
both day and night care
Anti-plaque

24. 6 Herbal Extraxts
Nature appeal Nature appeal
With natural propolis
Gum Protection

25. With micro-capsules
All-in-one toothpaste
8 active effects
Gel toothpaste
Multiple Benefit
Regenerates/prevents of
gum ageing
6 active ingredients

26. With chemical
complexation,
Whitening
Balanced pH
Without mechanical
abrasion

27. 4 active ingredients
Ice mint flavour
Controls tartar
6 extracts
Whitening + Multiple Benefit
Whitening effect
Prevents periodontal
diease

28. Antibacterial innovation
With FDA approval
ingredient
Co-branding with BASF
Agains hypersensitivity
Act already after 15 sec
Special therapeutic

29. For children 2 – 6 years
Tweenagers packaging
Originaly speramint fla
7 – 13 years
Clinical defined lower
concentration of fluoride
Kids toothpastes

30. + Calcium + Sodium
Bicarbonate
+ Cranberry + Anti
Nicotine
active
ingredients
+ Q 10
+ Aloe Vera
+ Vitamins
+ A, E, B5
Other formulation on request

31. Toothbrushes & Accessories
Contract
manufacturing
from China
Travel pack in blisters
Unique product
10 ml / ø 19 mm

32. „Any sufficiently advanced
technology is
indistinguishable from
magic” (Arthur C. Clarke)
...Technology

33. Acid eats away at
tooth enemal and
caause cavities
Pro-t-action collects bad
bacteria (S. Mutans)
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
By teeth washing the
bacteria are flushed out of
the mouth
Sodium Fluoride strengthens tooth
enamel
...How it works in Pro-t-action?

34. Microscopy: phase contrast and fluorescent labelling
AggregatesS. mutans LB pro-t-action®
...How it looks

35. ...Clinical Trials Example

36. ...Credential examples
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
PR-s in
Technology
Review

37. „Quality is never an
accident; it is always the
result of intelligent
effort.” (John Ruskin)
...Quality

38. ISO 9001-2000 / 14001-2003 standard
Toothpaste Filling & Packing in Zagreb
In House R&D Laboratory Zagreb
National Brand Equivalent Products
Warehouse Distribut Centre in Zagreb
Distribution 7.000 Outlets Croatia B&H
Capacity 4.500 Toothpastes / hour
Advertising Support
...Toothpaste capabilities

39. Manufacturing Quality
ISO 9001/2000
Good Manufacturing practice
Consumer Awards
Clinical Testing
Faculty of Stomatology Zagreb
Klinik J. Gutenberg Uni Mainz, Germany
Trusted Brand RD 2007
Trusted Brand RD 2008
Superbrands 2006/07
Cropak Best packag ‘05
Croatian Chamber of
Commerce
Design Awards
Professional Recognit
...Quality recognition

40. Packaging information in English
English, French and Arabic
declaration
INCI
Name &
key
benefit
Description Purpose
Name of
producer
Clinical
Trial
Made in
Europe

41. http://www.plidenta.com
https://plus.google.com
Other product information in English
http://www.yotube.com/ThePlidenta
https://twitter.com/Plidenta

42. Wrap up
Quality row material from European sources
Heritage & Experience
Full range
Realibility & reassurance

44. Appendix

45. 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.

46. 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.

47. 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..

48. 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.

49. 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.

50. 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.

51. 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.

52. 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.

53. 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.

54. 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.

55. 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!

56. 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 mutan-
producing 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 co-
aggregates 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

57. 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.

58. 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.

59. Description
Producer
code
Product
name
Picture Sub-category Description Active Ingredients
10011197
PLIDENTA
SUPERFRES
H
DEEP FRESH /
ANTICARIES
FIGHTS CAVITIES , CLEANS
THROUGHLY , PROVIDES LONG
LASTING BREATH FRESHNESS PURE
MENTHOL FLAVOUR
Sodium Fluoride (0,24%)
10011194
PLIDENTA
HERBAL
HERBAL PROTECTION
SOOTHES GUM INFLAMMATION AND
BLEEDING PREVENTS PERIODONTAL
DISEASE WITH 6 HERBAL EXTRACTS
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 (Rosemary) Leaf Extract,
10011196
PLIDENTA
DAY&NIGHT
ADVANCED CLEAN
FIGHTS CAVITIES RESHENS BREATH
WITH ADDITIONAL SOURCE OF
TRICLOSAN
Sodium Fluoride (0,24%), Triclosan (0,20%)
10011193
PLIDENTA
PROTECTIV
E PROPOLIS
ANTIPARADNTOSE
ACTIVE /
NATURAL
PROPOLIS
PROTECTS AGAINST GUM
INFLAMMATION AND BLEEDING
PREVENTS PERIODONTAL DISEASE
REMOVES PLAQUE
Propolis Cera, Allantoin, Sodium Fluoride
(0,24%),
10011195
PLIDENTA
FAMILY
FLUOR / ANTI
CAVITIES
FIGHTS CAVITIES CLEANS
THROUGHLY PROVIDES LONG
LASTING BREATH FRESHNESS PURE
MENTHOL FLAVOUR
Calcium Lactate (1,00%), Sodium Fluoride
(0,24%),
10011192
PLIDENTA
EXTRA
WHITE
WHITENING / ICE
WHITENING
WHITENING EFFECT PROVIDES LONG
LASTING BREATH FRESHNESS
CONTROLS TARTAR FIGHTS TOOTH
DECAY BALANCED ALIVERY Ph
Pentasodium Triphosphate (1,00%),
Tetrasodium Pyrophosphate (0,50%), Sodium
Fluoride (0,24 %),
1902857
PLIDENTA
HERBAL
WHITE
WHITENING
HERBAL NATURAL
/ GUM
PROTECTION
WHITENING EFFECT PREVENTS
PERIODONTAL DISEASE WITH 6
HERBALS REMOVES PLAQUE
REBUILDS AND STRENGTHENS GUMS
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

60. Description
Producer
code
Product
name
Picture Sub-category Description Active Ingredients
10011198
PLIDENTA
SINERGAL
TOTAL
WHITENING,
TARTAR CONTROL
/ TOTAL
PROTECTION
ALL IN ONE TOOTHPASTES WITH 7
ACTIVE EFFECTS ANTI-CAVITY /
PLAQUE / TARTAR ANTI-AGEING
WHITENING
Pentasodium Triphosphate, Zinc Lactate
(1,00%), Tetrasodium Pyrophosphate (0,50%),
Allantoin (0,30%), Sodium Fluoride (0,29%),
Triclosan (0,20%),
10011201
PLIDENTA
TRIPLEACTIVE
RIPLE ACTION,
MICROCAPSULE
TOOTHPASTE
REGENERATES/PREVENTS OF GUM
AGEING WITH MICRO-
CAPSULES RELIEVES INFLAMMATORY
FIGHTS PLAQUE AND CAVITIES
Tocopheryl Acetate (0,50%), Panthenol (0,50%),
Sodium Fluoride (0,24%),
10011200
PLIDENTA
PROSENSITIVE
WHITENING
SENSITIVE /
COMPLEX SENSITIVE
RELIEVES THE PAIN OF SENSITIVE TEETH
WITH FDA APPROVED POTASSIUM
NITRATE REDUCES/PREVENTS TOOTH
SENSITIVITY
Potassium Nitrate (5,00%),Zink Zitrate, Sodium
Fluoride (0,24%),
10011199
PLIDENTA
PRO-
T_ACTION
PROBIOTIC
TOOTHPASTE /
CAVITY / PLAQUE
CAVITY / PLAQUE PROTECTION Sodium Fluoride (0,24%), Lactobacillus,
10011204
PLIDENTA
JUNIOR
KIDS TOOTHPASTE
CAVITY PROTECTION WITH
FLUORIDE IN A CONCENT SUITABLE
FOR CHILDREN WITH FDA
APPROVED INGREDIENTS – XILITOL
AND TRICLOSAN
Triclosan (0,20%), Sodium Fluoride (0,12%),
10011203
PLIDENTA
COOL
KIDS TOOTHPASTE
/ TWEENS
KIDS TOOTHPASTE FOR TWEENS
EFFECTIVE PLAQUE REMOVAL
ADDITIONAL SOURCE OF CALCIUM
Calcium Lactate, Xylitol, Sodium Fluoride
(0,24%),

61. Oral Care
Expert
PEPPERMINT
SPEARMINT
EUCALYPTUS
MENTHOL
SPICEFRUITY
HERBAL
Flavor Management

62. Flavor Management
Product Name Product Picture
1st Flavor
Descriptor
2nd Flavor
Descriptor
3rd Flavor
Descriptor
4th Flavor
Descriptor

63. Flavour Management
Product Name Product Picture
1st Flavor
Descriptor
2nd Flavor
Descriptor
3rd Flavor
Descriptor
4th Flavor
Descriptor

64. Packaging options
50 ml 75 ml 100 ml 125 ml
Ø 28 mm 12/20 µm Ø 30 mm 12/20 µm Ø 30 mm 12/20 µm Ø 35 mm 12/20 µm
PE/Al / Flip-top cap PE/Al / Flip-top cap PE/Al / Flip-top cap PE/Al / Flip-top cap
Carton 320 gr/m2 Carton 320 gr/m2 Carton 320 gr/m2 Carton 320 gr/m2
170 x 43 x 32 mm 170 x 43 x 32 mm 170 x 43 x 32 mm 170 x 43 x 32 mm
Wh/Sil tube 6 color Wh/Sil tube 6 color Wh/Sil tube 6 color Wh/Sil tube 6 color
6 color print 6 color print 6 color print 6 color print
MOQ 70.000 MOQ 70.000 MOQ 58.000 MOQ 70.000

65. Other Packaging options
Travel packs in
blisters 10 ml
Two tubes in the box
2 x 50 ml
In-bulk production2 + 1 co-packs
10 ml
Ø 19 mm 12/20 µm
Conus cap
Carton 320 gr/m2
170 x 43 x 32 mm
Wh/Sil tube 6 color
5 color print
MOQ 70.000
10 ml
Ø 19 mm 12/20 µm
Conus cap
Carton 320 gr/m2
170 x 43 x 32 mm
Wh/Sil tube 6 color
5 color print
MOQ 70.000
10 ml
Ø 19 mm 12/20 µm
Conus cap
Carton 320 gr/m2
170 x 43 x 32 mm
Wh/Sil tube 6 color
5 color print
MOQ 10.000
10 ml
Ø 19 mm 12/20 µm
Conus cap
Carton 320 gr/m2
170 x 43 x 32 mm
Wh/Sil tube 6 color
5 color print
MOQ 70.000

66. 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