To support the launch of Aquafresh Advance – a new toothpaste aimed at kids aged 9-12, our communications strategy was to ‘Make Brush Time Fun’ by engaging kids, their parents and their influencers – namely teachers!

Born from insights that brush time is a notoriously difficult for families and that parents are tired of nagging, we created the ‘Aquafresh Inventors Academy’ in partnership with the Little Inventors.

The integrated campaign leads with a national competition for kids to design innovative tooth brushing inventions.

Activity includes a bespoke microsite; influencer outreach and engagement through our Social Inner Cirkle community of bloggers; video content; paid media; online traffic drivers; a schools’ partnership with ‘Primary Times’ (with the competition inserted into children’s Book Bags and included into Teachers’ Curriculum linked Lesson Plans) as well as tags in cinema ads.

Competition entry details can be found at and the winner will not only get their invention made into a prototype, but will win a class sleepover at The Science Museum and £1k worth of equipment for their school.

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