The brief set by GSK was to assert Aquafresh as the family brand of toothpaste amongst the target audience of, mums. What was devised was a national advertising campaign, using cause-related marketing strategy, to separate the brand from the analogous message of its competitors, and appeal to mums need to “care”.
-Provide the target audience with a cause worth caring about, a differentiating factor beyond the scientific or aspirational.
-Assert Aquafresh as the family brand amongst our T.A of “Mums”, without being condescending or prescriptive.
-Challenge the communication orthodoxy amongst competitors, to escape the clutter.
Rebranding Aquafresh as FreshAqua. For every tube of toothpaste bought, money is donated to WaterAid projects in Kenya, helping families access clean drinking water.