To launch Aquafresh Advance – a new kids' toothpaste, our strategy was to ‘Make Brush Time Fun’ by engaging kids, parents, teachers and influencers. Born from insights that parents are tired of nagging at Brush Time, we created the ‘Aquafresh Inventors Academy’ in partnership with the Little Inventors. The integrated campaign led with a national competition for kids to design innovative tooth brushing inventions. Activity includes a bespoke microsite; influencer outreach & engagement through our 'Social Inner Cirkle' community of bloggers; video content; paid media; online traffic drivers; a schools’ partnership with ‘Primary Times’, inclusion in Teachers’ Curriculum linked Lesson Plans and tags in cinema ads. Results included 30k unique microsite views, 60 pieces of editorial including national TV and radio and all messaging was 100% positive.