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Build brand equity with Mum as her partner in looking after her families oral health care
Aquafresh asked us to develop a campaign to build brand equity as Mum’s partner in one of her most important projects – her children.
They looked to inspire and incentivise Mum by positioning themselves as being “on her side” in family oral care.
Through-the-line campaign including an on-pack promotion, shopper marketing, experiential and interactive microsite
We developed “Aquafresh Amazing Mums” a through-the-line campaign which rewarded Mum for doing the best for her family. This comprised a highly incentivising on-pack offer, in-store amplification, an engaging experiential tour and an interactive microsite.
On-pack : Win Mums Wish List offered £1 million worth of prizes chosen by Mums for Mums. These included free flights, spa breaks, shopping sprees, and cash for a cleaner for a year.
Experiential and Online: We designed a fully-branded walk-in video booth tour where kids were invited to record their personalised message telling us why their Mum was amazing. Content was uploaded to a microsite where users could vote for their favourite to win a £5,000 family holiday. The site also acted as the entry route for code entry to “Win Mums Wish List” on-pack.
Supported with high profile women’s magazine advertising and local breakfast radio phone-in promotions.
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