Aquafresh
Aquafresh is a trusted family brand, providing a lifetime of triple protection for parents and children. They looked to inspire and incentivise Mum by positioning themselves as being “on her side” in family care.
Insight
Consumers buy toothpaste on deal so any promotion had to offer a real motivational alternative to value.
For the Aquafresh Mum, her children are her priority. She rarely gets any thanks for the things she does for her family... but although she does not expect it, when it happens it really is amazing!
Idea
We developed “Aquafresh Amazing Mums” a through-the-line campaign which rewarded Mum for doing the best for her family.
On-pack : Win Mums Wish List offered £1 million worth of prizes chosen by Mums for Mums. These included free flights, spa breaks, shopping sprees and cash for a cleaner for a year.
Experiential and Online: We designed a fully-branded walk-in video booth tour where kids were invited to record their personalised message telling us why their Mum was amazing. Content was uploaded to a microsite where users could vote for their favourite to win a £5,000 family holiday.
The campaign was supported with high profile women’s magazine advertising and local breakfast radio phone-in promotions.
Impact
Experiential tour viewed by 1 million consumers
400,000 consumers engaged with the Aquafresh team
90,000 unique website visits
2,500 videos uploaded
“i2i developed an imaginative concept which really captures the values and personality of the Aquafresh brand. They have confidently delivered this multi-disciplined promotion”
Aquafresh Senior Brand Manager
