This film places Captain Aquafresh in the glamorous world of the disco. As the Captain dances he rotates his hands in time to the music and choreographs light refractions from the glitter ball to make the set HD white.

A trailer was created and released on online ahead of launch announcing the arrival of Captain Aquafresh

TV was the lead medium, supported by print, digital and in-store. Marketing spend was £3m – enabling a 5 month mid-weight, but by no means heavy, campaign.

We needed to maximize efficiencies of the spend, so media placement was guided by context and relevance. Relevance to the time of day (mid-morning snacks of chocolate of cake), to the location (retail, cinemas) and to the context (food articles in magazines, Halloween).

The campaign was carried through to shelf with a strong Captain Aquafresh presence in store, which ensured stand-out at the point of conversion. And for those who found the sugar conversation confusing or who needed further convincing, we created an on-line game that showcased the sugar content in different foods in a fun way, which we led to through digital display.

Millward Brown pre-testing exceeded category benchmarks, passing GSK action standards and achieving green box scores. Tracking (Ipsos ASI) showed recognition rise by +143 % over the 5-month campaign period. Brand attribution exceeded IPSOS norms. Branded recall was 6x higher than the leading brand over the same period with 10% fewer TVRs.

UK volume sales of Aquafresh® Fresh and Minty Sugar Acid Protection toothpaste reached the highest for 18 months and in everyday toothpaste, Aquafresh® grew at its highest 4-weekly run rate for 2 years.

Newly launched Aquafresh® Complete Care Sugar Acid Protection toothpaste now accounts for over 32% of Aquafresh® sales.

And RROI is +197% versus the previous years’ campaigns.

Crucially 47% of Aquafresh® Complete Care Sugar Acid Protection consumers are either non-users or lapsed users. 22% of consumers traded-up from leading competitor base brands and only 18% traded up from Aquafresh® Fresh and Minty (Source: GSK econometrics, ScanTrak)