Lacalut Active

Lacalut Active already had product credibility internationally. But entering the UAE required more than bringing the same communication into a new country.

Consumers first needed to understand what the product is, why it is relevant to them, where they can buy it and why they should consider it over familiar alternatives.

The brand had almost no local digital presence, limited localized communication and no established consumer-facing ecosystem in the UAE. Our role was to build that ecosystem.

Instead of starting with broad brand-awareness communication, we focused first on a specific consumer pain point: bleeding gums.

Lacalut Active’s formulation already had a strong connection to gum-care positioning, making this the most relevant entry point for the market.

The strategy was simple: lead with a problem consumers already understand, then introduce Lacalut Active as the solution category they should explore.

We built a connected digital and creative presence around the brand — so awareness, discovery, trust and purchase could reinforce one another.

We did not want the communication to feel like imported advertising. Creative concepts were adapted around local culture, language and everyday experiences.

Arabic communication, UAE-based content, locally relevant humour and regional creative direction helped make the brand feel more present in the market.

The objective was to preserve the credibility of an international brand while making its communication feel closer to the local consumer.

The first major communication platform focused on bleeding gums. Rather than introducing Lacalut Active only through product features, we built content around the problem itself.

Educational communication, testimonials, short-form video and performance creatives were used to make the issue recognizable before connecting it back to the product.

This approach allowed the brand to enter conversations through relevance rather than awareness alone — and became the foundation for the wider Lacalut Active market-entry strategy.

Once the initial communication platform was established, we expanded the creative direction into additional product categories, including mouthwash.

Different formats were tested across educational, testimonial, product-focused and entertainment-led communication.

This allowed Lacalut Active to build a broader content ecosystem without losing the clarity of the original positioning.

Across the six-month campaign period, Lacalut Active developed a significantly stronger digital footprint in the UAE.

Campaign activity generated strong advertising impressions, high video consumption, increased digital traffic, stronger social engagement, greater awareness of UAE product availability and a more active local presence.

Performance data from Meta, Google and e-commerce activity was used internally to optimize campaigns and guide the ongoing strategy. Detailed commercial reporting remains confidential.

Before the engagement, Lacalut Active had little consumer-facing presence in the UAE. Dibolky helped transform that into a connected market-entry ecosystem spanning social media, creative production, Amazon, influencer activity, Arabic communication and paid acquisition.

The result was not simply greater visibility. It was a localized platform from which the brand could continue building awareness, supporting sales and expanding its GCC presence.

Marketing activity was later paused due to wider regional conditions, but the brand infrastructure, content system and market-learning foundation remained in place.