Few would doubt Arm and Hammer’s™ claim to ‘give teeth a deep clean you can feel’ – this is down its unique baking soda ingredient. However, the UK challenger toothpaste brand was suffering from a perception of poor taste.
By introducing new Arm and Hammer™ Brilliant Sparkle® with a new cool breath, minty-taste formula they aimed to wash away this negative perception once and for all.
We were tasked with launching this evolution of the brand in the UK and communicating its Crystal Clean™ technology – it removes 5 times more plaque than other leading toothpastes.
We applied our Shopper Journey Planning tool to the task and identified a ‘secure’ mindset. It was clear that such a new product in a congested market demanded proof. Our answer was to take the trial to our audience at times they needed it most – such as leaving restaurants and cafes.
The Crystal Clean™ tour took to the roads across the South of England taking the trials to 5 different shopping malls. Each stand strategically positioning itself near dining outlets and next to key retailers such as Boots and Superdrug.
The stand took on the visual cues of crystals to reinforce the product difference and consisted of 4 trial booths complete with a disruptive sink for sampling convenience. Monitors played out instructional videos and the ATL ads. Handout samples and coupons encouraged trial at home and purchase. The chance to win a 3-night stay at the Ice Hotel in the Arctic Circle captured a swell of data. This data, together with information captured from our microsite helped us evaluate the success of the tour.