We saw a way to get the busy consumer to add one more thing to their morning routine.
  • Challenge: When our client acquired ACT, it was a declining #4 in the category with low brand awareness.
  • Strategy: People are drinking more bottled water now compared to a decade ago.
    As a result, they're missing out on fluoride — and cavities are on the rise.
  • Big Idea: Own fluoride through the promise "Stronger teeth in every bottle" and do so through advertising that creates a distinctive authentic family feel.
  • Result: Sales of ACT have more than doubled in five years and ACT has passed Scope to become the #3 brand. It also has become the #1 kids brand of mouthwash/rinses.