Clinically grounded
Redefined the category from beneficial data so Aquafresh's claims stood up against Crest and Colgate on proof.
Global campaign
Aquafresh
Now THAT's a Healthy Mouth!
Aquafresh needed to close a gap with Crest and Colgate, and set out to redefine a healthy mouth both clinically and emotionally across a multichannel global campaign.
Overview
The brief, in full.
The strategy redefined the category using beneficial clinical data, then layered a lighthearted emotional tone on top so the proof didn't feel clinical.
It was a multichannel global campaign spanning print and television, built to work across markets rather than for a single region.
The aim was to close the standing gap with Crest and Colgate by giving Aquafresh an ownable, friendly point of view backed by real benefit.
The Challenge
What needed to change.
Close the gap with entrenched category leaders by redefining a healthy mouth on two fronts at once — provable benefit and a warmer, more ownable voice.
The Approach
How the work moved.
Emotionally warmer
Layered a lighthearted emotional tone over the data so the benefit felt human and ownable instead of clinical.
Built for the world
Ran a multichannel global campaign across print and television, designed to play across markets rather than in one region.
Outcome
The result.
Aquafresh reset its position against Crest and Colgate with a multichannel global campaign that helped redefine a healthy mouth clinically and emotionally across print and television.
Creative DirectionConceptualizationDesign
Selected Work
Project gallery.
