To differentiate Aquafresh we focused on the patented Flex technology. In combination with a 5” tag on the TV, and the radio campaign, a message about the flexible toothbrush ran on the media that best reflects the benefits of Flex – a Harmonica bus.We created a unique and first time ever use of the OOH media – selected busses ran in Central and Greater Copenhagen Area to get the highest reach possible.

For 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%.