New Product Launch

Aquafresh Iso-Active Gel Case Study:

Situation: Product line extension – Aquafresh oral care products releases Iso-Active Gel, a new toothpaste that turns from gel into foam to better clean between teeth.

Objective: Increase consumer awareness and sales.

Concept: Position Aquafresh as a category innovator and showcase its new product as having “High PerFOAMance.”

Media Used: Television, print, in-store POS, coupons, text coupons, mobile marketing displays, sales promotions, online advertising, viral, in-school science projects.

Results: The multi-dimensional campaign that Weinstock implemented gained consumer awareness and drove sales, giving Aquafresh Iso-Active Gel credibility in the category and better shelf positioning at retail locations.