GlaxoSmithKline appointed us to develop Maclean’s Milk Teeth into the Aquafresh children's range of toothpastes that would lead the category. We had to take a low engagement, difficult occasion and make it fun.
We built a multi-channel and multi-year campaign comprising animated content, HCP outreach, schools programme, media sponsorship and beautifully curated information for mum.
The result? We took GSK's share for children's oral care from 8% to an amazing 63% in 3 years. The UK became the lead market. We created the template and then activated it globally.
We were awarded two IPA Effectiveness Awards, one of which was a prestigious Special Award for Channel Planning as well as awards from Media Week and the CIM.