Aquafresh 100ml
Terry Unser
Campaign Details
Brand owner: GlaxoSmithKlineAgency: Grey, South AfricaBrand: AquafreshCampaign duration: 1-3 yearsCountry: South AfricaMedia budget (USD): Up to $500kChannels used: Internet – display, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store media, Product and other sampling, Public relations
Executive summary
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...