Aquafresh White Trays

A combustive media launch for Aquafresh in a crowded category

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Challenge

  • Drive immediate and widespread awareness/excitement for launch of Aquafresh White Trays, dominated in spending and market share by Crest, to broad audience (White/Hispanic women, aged 25-49)

Insights

  • Target is beauty focused and aspirational – yet embraces non-traditional role models to define beauty. They have desire to “give back.”

Strategies

  • Create “culturally disruptive” media campaign using America Ferrera, star of dentally-challenged Ugly Betty
  • “How Much is This Smile Worth” teaser campaign built buzz for celebrity reveal. Lloyd’s of London insured America’s smile for $10 million
    • Partnership with Smiles for Success raised $100,000 tied directly to product sales; enhanced media appeal
  • Unveiled America’s smile and Aquafresh White Trays via aggressive national media/online campaign

Success

  • 25% market share immediately following Aquafresh White Trays launch
  • 190+ million branded media impressions. Highlights include:
    • Traditonal: Late Night with Conan O’Brien, Martha, Live!, Access Hollywood, E! News, People, CNN, ABC, Fox, Chicago Tribune, Telemundo, New York Daily News
    • Online: MTV, Regis & Kelly, US Magazine, Wall Street Journal, USAToday, Entertainment Weekly blogs
  • Social-digital media carried coverage months beyond initial outreach

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