Client: Fresh Breath – Dentyl pH
Brief: To build brand awareness and to establish Dentyl pH’s unique points of difference with the rest of the sector, building on the success of previous regional campaigns.
Response Summary: After a competitive pitch, Total Media North created the first fully national campaign for Dentyl pH, utilising both Television and Press.
- Television - Airtime was purchased across 4 weeks on both Terrestrial and Digital stations including ITV, Channel 4, GMTV, ITV 2 and 3 and Sky channels
- Press - A national press campaign was run, using predominantly full colour pages in mainly women’s magazines and national press weekend colour supplements selected on the basis of suitability for the Dentyl pH target market in terms of overall coverage and efficiency
Result: Sales showed an immediate response to the advertising, with continued growth throughout 2005 resulting in increased market share, taking Dentyl pH to number 2 in the mouthwash market. Consequently, in 2006 there has been increased investment, taking the brand to an even wider market.
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