Helping Mum win the Bedtime Battle (2011)
Best Channel Planning
Campaign: Helping Mum win the Bedtime Battle
Brand: Aquafresh Kids
Entrants: MediaCom, Kids Industries
Principal Authors: Andrew Niven - MediaCom, Claire Taylor - MediaCom, Chris Binns - MediaCom, Gary Pope - Kids Industries
Credited Companies: Turner - Others, MediaCom - Media Agency, GSK - Client
Aquafresh Kids sales have increased by 144% in the past four years. This success came through understanding that for mums, getting their kids to brush their teeth and go to bed is a nightmare. Communications aimed to help mum win the bedtime battle. So the Nurdles, three lovable characters, were created who helped make brushing fun. Through songs, books, virtual worlds and instore events, Aquafresh permeated kids’ culture. The campaign has driven incremental sales of £3.5m with a payback of £1.41, and is now the blueprint for Aquafresh Kids worldwide.
Judge’s Comment The judges felt this campaign was a terrific example of channel planning. It was very well rounded, with a strong media plan supporting each of the product lines it was marketing. Catherine Woolfe, Head of Marketing Communications, E.ON.