Agency: Periscope - Italy.
The Challenge: 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? How can we set up different typologies of toothbrushes in a way that can guide consumers in their choices?
Methodology: Visual Semiotics and Structural Semiotics.
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.