Aquafresh Kids: Helping mum win the Bedtime Battle

Sales for the Aquafresh Kids range of toothpaste have increased by 144% in the UK market over the past four years.

Aquafresh Kids: Helping mum win the Bedtime Battle

Principal Authors: Andrew Niven, Claire Taylor and Chris Binns, MediaCom; Gary Pope, Kids Industries

Introduction

This is a story of how non-traditional communications vehicles can grow an entire market, turn around a brand's fortunes and create significant monetary value.

This is a story of songs, books, virtual worlds and instore events.

It is a story about how three unknown characters (the Nurdles) took on a market of movie franchise tie-ins, and the massive Colgate and won.

It is a story of injecting impetus into a stagnant market, brand growth of 143%,...

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