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%,...