For many years Signal has been the iconic oral care brand inSri Lanka- leading the way for innovations by offering a wide range of variants in its
toothpaste portfolio to suit all needs.
Guaranteeing you strong healthy teeth that brings out a
smile in each individual has been Signal’s vision in existence and once again
Unilever’s Oral Care brand introduces the breakthrough technology of ‘Fluoride
+ Micro Calcium’ - a novel anti-cavity technology which not only delivers
effective fluoride but also 50% more calcium that helps re-mineralize the early
carious teeth.
Recent discoveries in caries research highlight that
Fluoride and calcium concentrations are essential for effective anti-caries
action and both calcium and fluoride are essential for the re-mineralization of
tooth enamel. According to Dr. J.M.W. Jayasundara Bandara, Deputy Director
General of Dental Health Services in Sri Lanka, “Our country should
ensure appropriate use of fluorides for prevention of dental caries. The
optimum fluoridization of toothpaste – meaning if you optimally add the
fluoride to the toothpaste - is the best option as brushing teeth is a grooming
behavior and everybody does it. So if the toothpaste contains fluoride then it
works best for prevention at early stages.”
Fluoride a breakthrough technology introduced to Sri Lanka also
by the innovative brand Signal in 1986 uses calcium prevalent in the mouth and
saliva to re-mineralize tooth enamel. But new Signal Strong Teeth toothpaste
uses differentiated technology, containing 1000ppm Fluoride - clinically proven
for anti-caries protection and Active Microcalcium (added micro particles of
calcium) – which supplement calcium levels in the mouth and deliver 50% more
calcium and actively help in re-mineralization of de-mineralized tooth enamel
faster than any other regular fluoride toothpaste.
The benefit of the new breakthrough formula is fixing tiny
invisible holes on your teeth before they become cavities - it repairs early
signs of tooth decay by targeting demineralised enamel lesions and promoting
re-mineralization of early tooth decay due to the action of fluoride and
micro-calcium. What’s more, brushing with Signal AntiCavity with active micro-calcium
is scientifically proven to deliver more than 50% calcium in the mouth.
According to Pramodh Kahandaliyanage, Brand Manger – Signal, Unilever Sri
Lanka, “Signal’s best ever formulation with active micro calcium together with
fluoride works to repair unseen holes on teeth and prevents them from becoming
cavities, keeping teeth stronger and healthier. After all good oral health is
essential for good general health.”
In an unprecedented move to launch the new Signal formula
with Active Micro Calcium, Unilever Sri Lanka together with Sirasa TV dedicated
13 whole hours of the day - without the interruption of other commercials - to
create a showcase of activities for the whole family, which delivered Signal’s
message of cavity prevention from early stage in a fun filled exiting manner.
Starting from 8am to 9pm, Signal promised to fix the tiny holes in the users’
teeth, through encouraging families across Sri Lanka to fix tiny problems that
they come across in their daily routines and win prizes every hour. This media
innovation, which was considered a first in Sri Lanka’s media history, saw the
day dedicated to engaging the public in order to solve tiny problems before
they can become big issues, thereby boldly confirming the claim averred by the
new Signal formula. Meanwhile with on-site activation programmes, the public
across some towns were also involved to solve these common household problems
where they walked away with Micro Calcium gift packs courtesy of Signal. In
addition, various other innovative activation programmes such a weekly
television programme for kids along the theme “We can fix it” will be aired in
the time to come engaging children and families in an exciting game show.
Signal, a leading brand and market leader in the country has
held a unique position as the trusted toothpaste brand for over 40 years, and
has been helping millions of people taste life to the full by providing
products that are clinically proven to enhance their oral health 24 hours a
day. The launch of this latest product reiterates the brand´s consistent
commitment towards uplifting the oral health of Sri
Lanka and thereby preserving and cherishing one of Sri Lanka’s
greatest assets the unique Sri Lankan smile. “With the objective to improve
oral health standards across the country we have invested over 60 Million
Rupees in the last 5 years alone, we invest a significant amount of resources
in encouraging people to look after their oral hygiene,” adds Pramodh. “Signal
believes your mouth is the most expressive part of you and therefore we are
reiterating our commitment to work towards keeping your mouth at its healthiest
best.”
Further, creating exciting times for those in Dentistry,
Signal has also come forward as the Principal Sponsor of the 32nd APDC Congress
which will be held in Sri
Lanka from the 12th to the 16th of May 2010.
With more than 20 invited specialists from a wide range of disciplines
participating in the program, the APDC will be a great opportunity for Dental
professionals from around the world to share the most up-to¬-date information
regarding the scientific advances in Dentistry – the new Signal Active Micro
Calcium formula being one of them. The investment in this event further
strengthens Signal’s commitment towards uplifting the Oral Health standards in
the country.
