Case Study: Aquafresh inspires mums and boosts engagement with i2i Marketing

Aquafresh - Customer Case Study

Aquafresh, the family toothpaste brand, wanted to inspire Mum and stand out in a market where consumers typically buy toothpaste on deal. They needed a sales promotion that offered a real motivational alternative to price-led offers, while reinforcing the brand’s “on her side” positioning in family care. i2i Marketing developed the “Aquafresh Amazing Mums” campaign, a through-the-line promotion built around celebrating and rewarding mums.

i2i Marketing delivered an on-pack “Win Mum’s Wish List” prize promotion, plus experiential and online activity including a branded video booth tour where children recorded messages about why their mum is amazing. The content was uploaded to a microsite for voting, with support from women’s magazine advertising and breakfast radio promotions. The campaign drove strong engagement, reaching 1 million consumers through the tour, engaging 400,000 people with the Aquafresh team, generating 90,000 unique website visits, and attracting 2,500 video uploads.

Aquafresh