Client: ultraDEX

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.

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