Aquafresh (GSK)

Aquafresh (GSK) - Kiss Record

Goals:

• To raise brand awareness among TA
• To attract journalists’ and consumers’ attention to mouth care topic

Strategy:

• Bright inform-and-entertain event held at the Youth Day

Tactics:

• Creative approach to invitations
• Press event on Kyiv’s fashionable beach
• Mass event to hold a kiss record
• Successfully chosen time for record’s conduction – the Youths’ Day

Outcomes:

• 21 journalists from 12 printed editions
• 24 journalists from 11 TV channels
• 2 journalists from 2 radio stations
• Interviews with the record participants
• TV broadcasts on 11 channels (1+1, Kyiv, STB,
• UT1, 5th channel, New channel, Tonis, НТН, ТЕТ, Biz
• TV) - 10 -  in news programs
• 8 articles in printed editions during the first week

Outreach:

• 3 610 463 people(110318-TV, 2507355-press)