Aquafresh - Iso-Active launch
KEY OBJECTIVES
Use social network marketing to win brand engagement for Aquafresh Iso-Active – a revolutionary new toothpaste gel which foams in the mouth
Drive volume trial & sustained repeat purchase
Key agency tools
SECONDARY OBJECTIVES
Create excitement, anticipation and footfall during distribution (pre-advertising)
Use consumer testimonials & product ratings to validate key product claims & support premium pricing
Drive deep education via one-to-one emails delivered through the brand social network community
Sustain share between ATL investment
Deliver volume sales & reach via WOM channel
Integrate with in-store promotions and traditional media
Match consumer need to...