Aquafresh: Best Mum competition
Terry Unser
Campaign Details
Brand owner: GlaxoSmithKlineAgency: Grey, South AfricaBrand: AquafreshCountry: South Africa
Executive summary
In South Africa, Aquafresh, the GlaxoSmithKline oral healthcare brand, wanted to ensure it remained relevant to its core audience of mothers and their children in a tough economy. This case study explains how the brand expanded an emotionally engaging, interactive campaign based on a search for the "best mums". The campaign, featured in the case study, used a combination of television, outdoor, print and PR and point of sale. As evidence of its success,...