Fixodent, one the most popular denture adhesive, knows what kind of physical and emotional distress losing teeth can cause. That's why, when we found someone that needed his bite more than anybody else on the planet, we decided to help.

Aslan is a 9 years old male lion who lost his canines and since then he isolated himself from his pride, compromising his life. We went to South Africa and sponsored a surgical procedure to repair Aslan’s jaw. After 4 weeks of recovery, Aslan was finally reintroduced to his pride.

Capturing Aslan’s journey from isolation to recovery, Fixodent wants to show his target a true and inspirational story, showing that everyone can face this transition and that Fixodent can truly understand what it mans.

The campaign was a perfect chance to PR. For the first time in this category, we had a relevant story to tell, perfect for our core target, but definitely interesting for anyone. People were shaken by Aslan’s journey, most of them didn't even imagine that a lion can go trough these kind of problems. That’s why, we attracted global media coverage and put the brand in a new and heartwarming light.

Our video was the center of the campaign, and was published on the brand’s youtube channel, twitter account and Facebook page. Together with the main video a number of extra pieces of content were also published, including a special video tribute to Kevin Richardson’s cause which is now supported by P&G.

Our website, hosted on Tumblr (to maximize reach) contained all the relevant info and video extras regarding the campaign.

Those interested could then engage with the educational videos which were specifically created to accompany the launch of our campaign and present the product in a new, fresh way.

Our goal was to reach 5mm views in 3 months, we had 7mm within ten days. To this date we have accumulated more than 11mm official views and many more through earned media which have kickstarted a conversation around the brand.

The campaign also generated +23% brand awareness and +2618% increase in brand interest online (source: Google Brand Lift report).

Sentiment overall was amazingly positive in more than 97% of cases.

Reach on twitter alone was over 6mm thanks to close to 100.000 between tweets and retweets. (source: SumAll reporting)