JWT, milan- participated in every stage of NPD, embedded in Unilever's European Oral Care Innovation Centre as one of JWT's youngest employees.
- based on his observation that people believe "your teeth are as unique as your fingerprint", persuaded Client and Agency to walk away from "gum care" and instead position a new toothbrush with moving bristles as "Adaptor" (a name Friko coined).
This product went on to obtain record high scores in european concept testing and became one of the most successful super premium toothbrushes in Italy.
- other new products Friko named and helped launch include Mentadent Crystal Gel toothpaste and ActiGum
