The challengeTo drive trial of product to denture wearers who are not using adhesive cream, while raising awareness of the key product benefits.The strategyAn email marketing campaign was developed and distributed to 17,817 targeted email addresses across the UK. The audience was profiled as 50+ year old females who are on P&G's email list.The creative solution: We drew a parallel between things in life you wouldn't want to give up now that you have tried them, and denture adhesive, which allows you to enjoy all foods without compromise. First, we needed to establish what in life the target audience enjoys daily and wouldn't do without. We then introduced hard to eat foods that most non-adhesive denture wearers usually give up on. Finally, we established that with Fixodent, you can have it all back and we'll prove it with a free sample.The Results17817 total emails sent6269 opened (35% of total)3484 clicked through to offer (19.5% of total, 55.5% of opened)595 ordered a sample (3% of total, 9% of opened, 17% of clicked through).