Agency: Geometry Global Australia with Ogilvy Sydney

Marketing Objectives

The objectives for the Aqium Ultra launch were to:

  1. Reach 5% of total Aqium Sales by the end of March
  2. Put samples of the new formula into the hands of as many people
  3. Create excitement with the internal sales force
  4. Gain vital retailer support

Context & Challenge

Using a change of season to our advantage

Due to retailer pressures beyond their control, Aqium found themselves in an unfavourable situation. The client needed to launch its new anti-bacterial hand sanitiser formula at a time of year that went against all previous sales data for hand sanitisers. Instead of waiting for Winter's Cold and Flu season to hit, the middle of Summer very quickly became the new launch time.