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Industry Oral Hygiene
Media Film
Market United States
Agency PHD New York
Director Mike Mccormick
Producer Topher Lorette
Account Supervisor Ilisia Shuke
Released June 2012


Cannes Lions 2012
Media Lions Best Consumer Engagement Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Consumer Engagement
Product/Service: TOOTHPASTE
Agency: PHD New York, USA
Entrant PHD New York, USA
Type of Entry: Use of Media
Category: Best Consumer Engagement
Advertiser/Client: GLAXOSMITHKLINE
Product/Service: TOOTHPASTE
Entrant Company: PHD New York, USA
Media Agency: PHD New York, USA

Managing Director: Christopher Hoopes (PHD)
Group Account Director: Elizabeth Murphy (PHD)
Associate Media Director: Rachel Berg (PHD)
Media Supervisor: Rachel Baumann (PHD)
Media Assistant: Emanuela Caruso (PHD)
Senior Vice President/Group Director: Monica Wiedemann (PHD)
Tv Associate Media Director: Julianne Greico (PHD)
Senior Brand Manager: Patrick Seiffert (GSK)
Marketing Director: Pete Dornsife (GSK)
Director: Mike Mccormick (GSK)
Associate Brand Manager: Jissan Cherian (GSK)
Communication Planning Director: Andre Rivera (Mediacom)
Communications Planning Associate Director: Rachel Nowick (Mediacom)
Communications Planning Associate Director: Andrea Duray (Mediacom)
Senior Vice President: Patrick Wisnom (Grey)
Account Supervisor: Ilisia Shuke (Grey)
Account Executive: Katelyn Lurvey (Grey)
Producer: Topher Lorette (Grey)
Account Executive: Denis Hall (NBC Universal)
Director/Marketing: Marisa Dejesus (NBC Universal)


Aquafresh got kids excited about brushing!

Mums rushed to Facebook to describe their kids’ enthusiasm for “The Nurdles” and their new night-time routine. Aquafresh got Mums inspired!

During a hiatus, one mum wrote “Bring “The Nurdles” back at 8PM please. There was a very sad little girl who didn’t get excited about brushing her teeth tonight.”

A Facebook post announcing the brand’s return received 143 'likes' and 67 comments, including “YAY!!! This starts the wind down for bedtime…!”

Business responded too! Aquafresh share increased 5 points in the Kids segment, and consumption increased 95%.

Creative Execution

A multi-media campaign featuring “The Nurdles” was deployed across TV, VOD, digital and print.

The Nurdle characters were brought to life through the “Nurdle Durdle Brushing Song.” Every evening at 7:58PM, a 90 second Nurdle video ran in a custom, exclusive pod within a popular pre-school program called “The Good Night Show” on the kids network Sprout.

Kids were encouraged to sing along with “The Nurdles” and, through song and dance, learned to brush their teeth. The spot ran at the exact time every night for the duration of the campaign (Q2 – Q4 2011).

Aquafresh eventually increased its presence on Sprout with a sponsorship of “The Sunny Side Up Show,” which greets pre-schoolers and their parents as they wake and prepare for the day.

The commercials also ran daily across various Sprout programming, online and On-Demand.

Aquafresh set out to increase household penetration in the US through the launch of a kids training toothpaste in 2011. The brand faced tough competition from Crest and Colgate as a distant third in market share and share of voice.

Despite its challenges, Aquafresh enjoyed strong name recognition and latent consumer affection. So, the brand set out to engage with Mums and their kids through unique content that leveraged the brand equity.

Mums frequently describe the “brushing battle” as the nightly struggle to get young children to brush their teeth. Aquafresh needed to find a way into the bathroom routine in a smart and enticing way.

Our strategy was to get kids excited about brushing by developing entertaining content that also helped educate Mum. Aquafresh created the adorable branded characters “The Nurdles,” which were showcased through music and dance.