For their toothpaste, Aquafresh almost always use the same target audience: mothers with children. This results in the same kind of promo and activation every time. To break through this clutter we decided to turn the target audience around and we chose: children with mothers. This gave us the opportunity for a different approach: an introduction completely based on a game instead of a standard shopper promotion. We created the online and mobile augmented reality world of Toothopolis where kids could help the prince to defeat evil bacteria with his toothbrush (education!) and to rescue his kidnapped princess (fun!).

Since the promotion just started 3 weeks before the Cannes deadline, the results are still in progress. First results are 50,000 players of the game.