The brief
GSK developed a totally new concept in oral care – Toothfoam. Joshua were briefed to create graphic equity guidelines and a key concept visual for the brand. The key visual was then applied to a complete 360° BTL activity plan, including instore POS, promotional marketing and brand experience.

The solution
To launch Aquafresh Foam Impact as the revolution in oral care, causing a rethink in consumer expectation and habits. Embed the product name and start the consumer journey from Awareness, Trial Repeat Habit. Digital was just one part of this, our role was to support the rest of the 360 online. There was clearly a behavioral change here so we created an online presence that tackled this head on. By ‘playing’ with the product and sending foam messages the consumer was engaging with the new product and inviting others to join in. This send to a friend mechanic worked particularly well. Once people came to the site to get their messages they would also discover the “Whole mouth Clean” concept themselves. You could also see the TV ad and play with demos. It was tested in Ireland and Colorado Springs.

The homepage animation 'wrote' the message 'Shake dont Squeeze' in foam on to the page introducing you to the brand product message up front.

Users were invited to create their own foam messages and send them to each other. They were also asked for feedback and rate the product. As they moved the slider the smiley face had a bigger smile.