In Johannesburg, traffic frequently comes to a standstill for kilometres. When Aquafresh launched an ‘Interdental’ toothbrush, we decided to use a fleet of scooters to demonstrate the benefits. As the scooters zipped by between stationary vehicles, drivers saw the toothbrush and the message ‘Gets between the gaps’. Reaching tens of thousands of customers, for a very little media cost (and a tank of fuel).