Cannes Lions

TOOTHPASTE

PHD, New York / GLAXO SMITH-KLINE / 2012

Film
Film

Overview

Entries

Credits

Overview

Execution

A multi-media campaign featuring “The Nurdles” was deployed across TV, VOD, digital and print.

The Nurdle characters were brought to life through the “Nurdle Durdle Brushing Song.” Every evening at 7:58PM, a 90 second Nurdle video ran in a custom, exclusive pod within a popular pre-school program called “The Good Night Show” on the kids network Sprout.

Kids were encouraged to sing along with “The Nurdles” and, through song and dance, learned to brush their teeth. The spot ran at the exact time every night for the duration of the campaign (Q2 – Q4 2011).Aquafresh eventually increased its presence on Sprout with a sponsorship of “The Sunny Side Up Show,” which greets pre-schoolers and their parents as they wake and prepare for the day.

The commercials also ran daily across various Sprout programming, online and On-Demand.

Outcome

Aquafresh got kids excited about brushing!Fans gushed about Aquafresh and the Nurdles on Facebook. One mum wrote, “My son knows these guys from the ad … bought him a box of toothpaste with the little nurdle on it and omg, he was soooo excited…”Business responded too! Aquafresh share increased from 5.2% to 10% in the Kids segment and Aquafresh kids’ consumption increased 95%.

The brand’s training paste was voted Better Homes and Gardens’ 2012 Best New Product by consumers, as well as the Consumer Survey of Product Innovation’s New Product of the Year!

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