We leaked the secret to making every day a big day.
Aquafresh wanted to increase brand recognition and loyalty, as well as reposition the brand as the custodian of confidence.
Aquafresh had lost considerable market share in South Africa. The global communications strategy that pivoted on Captain Aquafresh as its ambassador did not perform as well as expected for the South African market.
Aquafresh was rapidly losing its position as the preferred brand in the segment. It had fallen out of favour, and its target audience had forgotten what the brand stood for.
Aquafresh reintroduced the everyday morning brushing ritual as an essential moment that gives everyone the confidence they need, to make every day a big day.