Plidenta

The Plidenta brand offers the widest assortment of toothpastes on the market that solve
all tooth and gum cleaning, protection, and care demands and needs well for all types of
consumers.

The “family myth” is confirmed by the status of Plidenta Superfresh, Herbal, Protective
Propolis and Day&Night as the best sold toothpastes of the market, and they constantly
renew the trust consumers have in the Plidenta Brand. Plidenta ProSensitive, AntiNicotine
and especially the new Plidenta Pro-t-action, the first toothpaste to contain a revolutionary
innovation to fight cavities and plaque, Lactobacillus Pro-t-action, transmit the therapeutic
image of the brand as an “in-home” advisor for dental care. Plidenta Extra White, Herbal
White and Multi White (in the whitening toothpaste category) and Sinergal, Triple Active
and Beauty (in the multiple action toothpaste category) open up the brand to consumers of all
ages, increase the added value of the Plidenta image as an expert in toothpaste, and offer the
most sophisticated technology used for Plidenta. These toothpastes took the leading position
in their segments soon after being launched. Toothpaste for children and teens, Plidenta
Junior with forest fruits and Plidenta Tweens, establish the first contact between consumers
and Plidenta and ensure Plidenta’s youngest consumers have a choice in the market niche.
All Plidenta toothpastes are developed exclusively in our own laboratories in Zagreb and
are entirely the fruits of the knowledge, experience, and innovativeness of Croatian experts,
monitoring scientific developments, technology, and demands made by experts who work in
the field of protecting oral health, along with high quality raw materials. Plidenta is produced
on location in Rakitje, near Zagreb, in one of the most modern facilities in Europe. The
toothpastes are clinically tested at the Faculty of Dentistry at the University of Zagreb, The
Pliva Research Institute in Zagreb and the Dental Clinic at the Johannes Gutenberg University
in Mainz, and the toothpastes are produced according to ISO 9001/14001 integrated quality
normatives, which Neva first introduced in Croatia. The raw materials are obtained from
western European suppliers and they satisfy all EU quality certificates and health regulations,
and the products do not contain harmful abrasive materials and they are not tested on animals.

Market

The toothpaste market is one of the biggest and most competitive personal hygiene and
cosmetics markets. There is a large number of brands on the market, where Plidenta
dominates alongside large global toothpaste producers. The annual use of toothpaste per
capita is significantly less than the level of use in the EU and it shows there is great room
for increased sales. The potential for market growth forms a high-tech product segment with
multifunctional advantages, which must contain more active ingredients, often completely
new ingredients, which as a rule are of high quality. Cosmetic appeal, such as a nice smile,
becomes as important, or even more important than clean teeth. The market is very segmented
by the launching of innovative, multifunctional products with added value, and producers that
invest in research and development create trends and demands. The life cycle of products is
shortened, new materials and marketing ideas in the area of packaging are introduced, and
the market expands into several interesting niches, like sugar-free chewing gum. The opening
of a large number of foreign retail chains increased the offer of private store brands. Still,
consumers most often choose known brands from known producers.

Achievements

According to data from research agencies that monitor the toothpaste market, since 1996,
Plidenta has constantly maintained the leading position on the Croatian market. The leading
market position of Neva, as the largest toothpaste producer, has lasted for a long time; since

1990, Neva has used its brands – Plidenta, Binaca, and private store brands – to sell the
most toothpaste on the market. Plidenta can thank its market position to the constant quality,
innovative products and consumer trust. Entering the Atlantic Grupa portfolio in 2003
allowed Plidenta to have a new development thrust, and introducing new top-quality products
have confirmed Plidenta’s leading position on the market. Based on available data, today
Plidenta is the only leading domestically-owned Brand on the markets of Central and Eastern
Europe. Plidenta Superfresh and Plidenta Herbal have been the best-sold toothpastes on the
Croatian market for 4 years. Plidenta introduced a series of innovative products to the market.
In this period, Plidenta received several prestigious awards for quality and marketing, such as
Superbrands, Trusted Brand and CroPak. Plidenta is a regional brand selling successfully on
the markets of Bosnia and Herzegovina, Serbia, and Macedonia.

History

The Plidenta brand lies on a tradition of producing toothpaste that dates back to 1918, when
two ambitious pharmacists from Zagreb, Stjepan Rac and Dragutin Vergles, established
the Rave medical laboratory. Between the two World Wars, they produced, amongst other
products, a toothbrushing powder. After the Second World War, toothpaste production
continued in Neva, when the Rave laboratory and the Zagreb branch of Beiersdorf AG
merged in 1948. Up until the 1990s, Neva produced Nivea, Pebeco, Causamed, Baby
Etic, Binaca toothpastes and Nevadont mouthwash. In 1984, under the guidance of Pliva,
Neva launched a new generation of fluoride toothpastes under the Plidenta brand. Since
1992, Plidenta has introduced a series of new products in the “medical” segment of dental
protection, and at the end of the 20th century, it launched a new generation of multi-action
toothpastes. The acquisition by Atlantic Grupa in 2003 marked the start of a new, and in many
ways, the most significant chapter in the twenty-seven-year-long history of Plidenta.

Recent developments

After the acquisition by Atlantic Grupa in 2003, Plidenta was exposed to new possibilities to
develop into a successful regional brand. Atlantic Grupa is one of the leading food companies
in the region with the well-known brands of Argeta, Barcaffe, Cedevita, Grand Kafa, Najlepše
želje, Smoki, and others. It is the leading European producer of food for athletes with the
well-known Multipower brand, the largest producer of nutritional supplements in the region
with the Dietpharm brand, the distinguished producer of personal care products, and the
leading distibutor of consumer goods in south-east Europe. The distribution portfolio of
Atlantic Grupa includes premium international brands by well-known producers such as
Wrigley, Ferrero, Hipp, Johnson & Johnson, and others. Atlantic Grupa is the owner of
the largest private pharmacy chain Farmacia. As a result of that, Plidenta has increased its
market share and strength on all markets of southeast Europe where it is available. Today,
Plidenta is focused on the growing categories of use, and even more focused on consumer
needs. Plidenta proves its responsibility to consumers with carefully designed packaging.
Plidenta packaging gives consumers the most detailed information on the type, content, action
and active substances in toothpastes, with which it promotes the principles of sustainable
development, and environmental, social, and medical responsibility.

Promotion

Today, Plidenta successfully uses all the achievements and advantages of modern marketing
that places responsibility towards clients and consumers as its main postulate. Plidenta
wants to do more than just sell toothpaste; it wants to directly communicate and talk with
consumers. In the long term, it wants to become the family advisor for oral hygiene, and

the “in-house” dentist. In cooperation with the largest European producer of toothbrushes, the
Swiss company Trisa, Plidenta has developed a successful brand of high-quality toothbrushes.
It also cooperates with several large Croatian retail chains, for which they ensure strategic
advice and production of private toothpaste brands. Plidenta also cooperates and motivates
the dental community in publishing projects and oral health education. The main tasks and
challenges of Plidenta’s communication strategy in the upcoming years are promoting the
importance of oral health and increasing the use of toothpaste so that Croatia can enter the EU
with new development possibilities and opportunities that will transform the superior national
leader into a successful regional brand on the global market. The development trend to date
has shown that Plidenta has the strength and capability of achieving its goals.

Brand value

What is the secret to Plidenta’s success? The long-time tradition of leadership on the Croatian
market and their own know-how combined with modern production management methods
and high-quality personnel have made Plidenta one of the leading Croatian brands that
continue to increase their market influence. Plidenta has held the leading position on the
market with the continuous application of constant technological, market, and marketing
innovations. In doing so, the most important factor was the emotional tie and the total
experience consumers get in purchasing, applying, and using Plidenta. All that ensures
Plidenta experiences long-term growth and stability, and brings advantages to consumer
choices.