Brand owner: GlaxoSmithKline
Agency: Grey, South Africa
Campaign duration: 1-3 years
Country: South Africa
Media budget (USD): Up to $500k
Channels used: Internet – display, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store media, Product and other sampling, Public relations
In 2010, Aquafresh was under pressure in South Africa from the decision of its rival, Colgate, to change the volume, price and packaging of its 100ml tube.
Aquafresh needed a strong, impactful campaign that would ensure consumers saw the difference between its product and Colgate's, which had decreased by 25% in volume but only 15% in price. This case study outlines its response.