We are producing

effective

toothpastes…

„Long-time practice is

the master of all things”

(Julius Cesar)

Experience

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!

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

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

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

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

Binaca – from 1973 until 1996

Best-selling toothpaste in former Yugoslavia

Causamed – from 1994 until 1999

Beiersdorfs medical toothpaste made approx

1978

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)

“The consumer is not a

moron. She is your wife.”

(David Ogilvy)

Category

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

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%

Oral Care

Expert

GUM PROTECTION ANTI-TARTAR

ANTI-PLAQUE

ANTI-CAVITIES

SENSITIVITY

BAD BREATH

ANTI-STAINS WHITENING

STRENGTHENS E.

Toothpaste Category Segments

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

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

How it looks?

Stretch

level

Bend

level

Eye

level

Waist

level

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

Product Positioning

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)

“Once the toothpaste is

out of the tube, it is

hard to get it back in!”

(H. R. Haldeman)

Portfolio

Extreme freshness Value for money product

All-purpose family prod Pure peppermint

Anti-cavity protection segment

Selected ingredients for

both day and night care

Anti-plaque

6 Herbal Extraxts

Nature appeal Nature appeal

With natural propolis

Gum Protection

With micro-capsules

All-in-one toothpaste

8 active effects

Gel toothpaste

Multiple Benefit

Regenerates/prevents of

gum ageing

6 active ingredients

With chemical

complexation,

Whitening

Balanced pH

Without mechanical

abrasion

4 active ingredients

Ice mint flavour

Controls tartar

6 extracts

Whitening + Multiple Benefit

Whitening effect

Prevents periodontal

diease

Antibacterial innovation

With FDA approval

ingredient

Co-branding with BASF

Agains hypersensitivity

Act already after 15 sec

Special therapeutic

For children 2 – 6 years

Tweenagers packaging

Originaly speramint fla

7 – 13 years

Clinical defined lower

concentration of fluoride

Kids toothpastes

+ Calcium + Sodium

Bicarbonate

+ Cranberry + Anti

Nicotine

active

ingredients

+ Q 10

+ Aloe Vera

+ Vitamins

+ A, E, B5

Other formulation on request

Toothbrushes & Accessories

Contract

manufacturing

from China

Travel pack in blisters

Unique product

10 ml / ø 19 mm

„Any sufficiently advanced

technology is

indistinguishable from

magic” (Arthur C. Clarke)

...Technology

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?

Microscopy: phase contrast and fluorescent labelling

Aggregates S. mutans LB pro-t-action®

...How it looks

...Clinical Trials Example

...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

„Quality is never an

accident; it is always the

result of intelligent

effort.” (John Ruskin)

...Quality

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

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

Packaging information in English English, French and Arabic

declaration INCI

Name &

key

benefit

Description Purpose

Name of

producer

Clinical

Trial

Made in

Europe

http://www.plidenta.com

https://plus.google.com

Other product information in English

http://www.yotube.com/ThePlidenta

https://twitter.com/Plidenta

Wrap up

Quality row material from European sources

Heritage & Experience

Full range

Realibility & reassurance

Appendix

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.

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.

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..

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.

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.

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.

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.

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.

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.

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.

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!

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

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.

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.

Description

Producer code

Product name

Picture Sub-category Description Active Ingredients

10011197 PLIDENTA

SUPERFRESH

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

PROTECTIVE 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

(Rosemary) Leaf Extract,

10011202 PLIDENTA

MULTIWHITE

TOTAL WHITENING,

TARTAR CONTROL / MULTIACTION

WHITENING EFFECT FIGHTS PLAQUE CONTROLS TARTAR

PROTECTS AGAINST GUM INFLAMMATION AND BLEEDING

Tetrasodium Pyrophosphate, Allantoin (0,30%), Sodium Fluoride (0,24%), Triclosan (0,20%),

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%),

Oral Care

Expert

PEPPERMINT

SPEARMINT

EUCALYPTUS

MENTHOL

SPICE FRUITY

HERBAL

Flavor Management

Flavor Management

Product Name Product Picture 1st Flavor

Descriptor 2nd Flavor Descriptor

3rd Flavor Descriptor

4th Flavor Descriptor

Flavour Management

Product Name Product Picture 1st Flavor

Descriptor 2nd Flavor Descriptor

3rd Flavor Descriptor

4th Flavor Descriptor

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

Other Packaging options

Travel packs in

blisters 10 ml

Two tubes in the box

2 x 50 ml In-bulk production 2 + 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

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