Toothpaste Strategy & Campaign
How do you take a brand from 8% to 63% share in 3 years?
Key Information
Took GSK's share for children's oral care from 8% to 63%
Parent and child campaign
2 IPA awards


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.

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