A rugby icon became a champion of joy
Aquafresh suffered a decline in local market share. The brand’s global communications’ approach was not performing as well as it was predicted it would.
Aquafresh was gradually losing its place as the segment’s preferred brand. It had fallen out of favour and its target audience no longer knew what the brand stood for.
We developed a web series to celebrate and encourage people in our communities who share the same values as Aquafresh. We collaborated with South Africa’s rugby icon and rewarded South Africans for being champions of everyday joy.