Holistic campaign comprised four key media. Television (:20s & :10s) kicked-off the campaign by asking her to ‘imagine a feeling of freshness all day long’ during her favourite programs. Knowing that she turns to magazines for beauty/fashion tips & tools, print advertorials & pages demonstrated how Freshelle is another part of her routine. Internet microsite provided interaction & sampling. Out of home include place-based posters & live demo teams (at gyms, bathrooms, bars & salons).

Pre-teens were actively engaged. Meaningful dialogue was achieved: they wanted to participate in the Ultimate Slumber Party. Entries exceeded all expectations: twice the average for this group.

Pre-teens chose to continue communicating: website visits are up 36%. Fantastic results amongst a difficult market, on a difficult subject.