Case Study: GSK achieves 45% sales uplift with i2i Marketing's ISO-ACTIVE experiential roadshow

GSK - Customer Case Study

GSK worked with i2i Marketing on a sales promotion challenge for the launch of its radical new iso-active toothpaste, rolled out across the Aquafresh, Sensodyne and Macleans ranges. Because toothpaste is often bought on autopilot and shoppers typically respond to price promotions, GSK needed a way to make the new gel-to-foam format stand out and drive trial in a low-interest category.

i2i Marketing created a multi-brand experiential roadshow to prove that “brushing is believing,” taking the activation into high-footfall shopping centres and grocers. Using a 360° interactive set, staff guidance, and MOC coupons with hidden instant-win messages, the campaign delivered 600,000 demonstrations, reached 1.5 million opportunities to engage, and generated a 45% sales uplift, with 8 in 10 consumers saying they were more likely to buy iso-active after participating.

GSK