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The challenge however, was how to get this audience to start thinking about a brand they would not previously have considered.
J&J challenged us to find a relevant lipstick partner that could help them appeal to this younger target group, based on the insight that using a teeth whitening product with certain shades of lipsticks could really enhance the power of a smile.
We consulted our shopper panel to help identify the optimum partner that would resonate with the target audience and to identify the redemption mechanic of choice. The free gift with purchase on-pack promotion was pushed live cross-retail and supported with a prime spot TV advertising.