ACT: Long live your teeth!

ACT Fluoride Mouthwash, an oral health brand, filmed a one-day shoot in Mexico City and relaunched its brand with new visuals and an updated tagline to grow its appeal and sales of adult products.

Summary

ACT is the #1 mouthwash for kids. It has the cavity-fighting power of fluoride which dentists recommend and parents trust. However, ACT is often overlooked as an adult brand. ACT is also a proven solution to protect adult teeth and prevent decay. So, to grow the ACT adult business, we leaned on the brand's oral care creds to make the benefit of fighting tooth decay relevant for adults as they age— a vast departure from mouthwash advertising that typically focuses on breath freshening. We repositioned ACT around the dental decree: "Long Live Your Teeth." In a category packed with...

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