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TOOTHFRIENDLY INTERNATIONALGREECE 2013 – Andrianna Mayrotheri
Toothfriendly International
Toothfriendly International is a non-profit association established in1989 with seat in Basel, working forbetter oral health.
We promote preventive measureswhich include regular oral hygiene,appropriate dietary habits andregular check-ups by a dentist.
We license the Toothfriendly Markfor use on the labels and inadvertising of products which are Dr. Albert Bär, Executive Director
safe for teeth, i.e. non-cariogenicand non-erosive.
Toothfriendly International
Members
National Toothfriendly associations.
Institutional members. Industry members. Individual members.
Organisation
General Assembly.
Executive Board of dental professionals. Scientific Advisory Board.Head Office.
The Organisation
Toothfriendly International 1989
Toothfriendly Foundation 2004
National Associations pH-Test Stations
GermanyWitten/
Herdecke
Switzerland1982
Germany1985
Turkey1997
SwitzerlandUZZ
ChinaPDUH
Interest Groups
China2012
Greece2012
The Toothfriendly Test
Toothfriendly Non-cariogenic and Non-erosive.
pH-Telemetry Test = measurement of the plaque-pHand the exposure of the teeth to food acids in vivo.
The Toothfriendly Test
Toothfriendly when...
...pH of the plaque remains over 5.7
NO cariogenic potential.
H+…acid load on the tooth surface remains below 40 µmol
NO erosive potential.x min
Scientifically Tested
Over 100 products worldwide are accredited with theToothfriendly logo.
Beyond Confectionery Products
Oral care products carrying the Toothfriendly logo mustbe safe and effective.
Each product is revised and approved by the ScientificAdvisory Board.
The Happy Tooth Mark
Clear
Easy to recognize and understand.
Consistent
Product has passed a standardized test.
Convincing
Supported by dental professionals.
The Benefits of TI Logo
The Toothfriendly logo communicates amessage that is:
Relevant to every consumer (healthyteeth).
Easy to understand by any consumer.
Simple to apply under allcircumstances.
The Principle
Consumers
PR
$
Toothfriendly
Association
Advertising Recommendation
$
Industry Sampling Dental profession
Research,Innovation
The Activities
Presenceevents.
at international confectionery and dental
PR and communications: Annual Newsletters andToothfriendly International in the media.
Educational material distributed by
dentists. Public awareness campaigns.
Logo Awareness: Switzerland
95% recognize the logo.
"Toothfriendliness" third mostimportant buying criteria aftertaste and consistency.
67% spontaneously chooselargeproduct label with
Toothfriendly logo.
Market survey: marketagent.com, November 2010
n= 1122 net interviews across Switzerland
Conclusions
The use of the Toothfriendly logo on the label and in theadvertising of a chewing gum, candy or other productcreates a value/ image of the brand which it would not haveotherwise.
The Toothfriendly value can easily be understood byconsumers (even children) and therefore, exists.
The Toothfriendly logo establishes links (industry/ dentalprofession; retailers/ consumers; teachers/ children;children/ parents, etc.), which brand- names or industrylogos could never do.
The introduction of Toothfriendly confectionary, beveragesetc reduces the risk of complete bans on the selling of suchproducts at schools or on TV advertising
Thankyou for your attention!
Andrianna Mayrotheri – Greek Market Representative
More information:
Tel. +41 61 273 77 07 | [email protected] | www.toothfriendly.org
