The toothbrush category is a very low involvement category and is primarily driven by promotion in store – there is therefore a need to differentiate and create attention to some of the benefits that Aquafresh has. We therefore wanted to focus on the USP: patented Flex technology in the Aquafresh toothbrush and really create attention to the benefits of this in a visible wayTo do this we created a unique and first time ever use of the OOH media and ran an outdoor campaign on the most similar media that reflects the benefits of Flex – Harmonica buses.

All touch points were exploited by using both Radio, TV and outdoor in a different way to really differentiate from competitors.ResultsFor a very limited budget we managed to differentiate Aquafresh from competitors and create attention in a category that has very low involvement.Unaided brand awareness more than doubled – going from 15% to 33%.