Mum's number one partner in oral health
Service
Shopper Marketing
Brand
Aquafresh
Becoming mum’s number one partner
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.
“Aquafresh Amazing Mum’s” Campaign
Through-the-line campaign including an on-pack promotion, shopper marketing, experiential and interactive microsite
Our team 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, all managed by our trade promotion agency.
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.