With over eight million impressions across Instagram and Facebook, this campaign has not only spurred an important conversation but significantly bolstered the success of the Aquafresh Complete Care range, says the brand.
Mamabua Molepo, brand manager at Aquafresh, says, "Confidence is often the core of who we are and who we are able to become, regardless of age. While it isn't the full picture, I sincerely believe confidence starts with a healthy mouth. So, if you can be proud of your mouth, you are on your way to being proud of yourself, and that's what everyday confidence is all about."
To bring the campaign to life, Aquafresh facilitated brand partnerships with four prominent personalities across entertainment and fashion. This included:
- Nelisiwe Sibiya
- Aldecia Johnson
- Nicole Bessick, and
- The Funny Chef.
Together, they created short videos of compelling scenarios that showcase the importance of meeting each day and the possibilities it brings with confidence.
The success of this campaign was further strengthened by the launch of a TVC in 2021 featuring national inspiration and Springbok hero Siya Kolisi, which has been widely praised by South African consumers.
This recognition has led to Aquafresh being selected as one of South Africa's favourites in various consumer choice awards.
"This campaign highlights the impact a solid campaign can have through a relatable message that remains relevant over time," says Molepo.
Molepo adds that it shows Aquafresh's commitment to recognising and celebrating the importance of inner confidence.
"We may contribute to this by offering oral care products crafted to deliver exceptional oral hygiene, but we have to build a bigger conversation. We aren't just a toothpaste. We are a source of inner confidence that can truly change the course of our lives. By tapping into this, we have elevated the conversation and turned toothpaste marketing on its head," concludes Molepo.
For more information, visit
www.aquafresh.com. You can also follow Aquafresh on
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