Agency: Periscope - Italy.

Client: Unilever.

Main objective: To define typologies of Mentadent toothbrushes, in relation to different types of users. How do consumers choose toothbrushes? How do consumers perceive the different types of toothbrushes? Which categories of toothbrushes can we figure out?

Methodology: Visual Semiotics and Structural Semiotics.

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Performance: Setting new product positioning patterns and related types of user. 

 

Semiotic study can be used to understand 

aspects and meanings of 

communication in product positioning.