Task: Increase retail and online sales
Campaign context: ultraDEX competes in the oral care market, selling mouthwash and toothpaste SKU’s against some seriously loaded brands with deep pockets for marketing support. It is a super-premium brand, priced at the top level in the market. Advertising must deliver resonant brand differentials to maintain sales and shelf space in a highly competitive sector. Media formats are key to this objective.
Challenge: deliver saliency against a discerning target market to overcome overwhelming competitive brand noise levels and grow market share.
Solution: drive compelling brand narrative to leverage ongoing PR strategy and enhance brand credentials over and above repetitive and insincere competitive brand positioning.