Finding the musical match: GlaxoSmithKline, Aquafresh

The Challenge

To launch Aquafresh’s new premium range of dental care products, Extreme Clean, to South Africa


The Solution

When Aquafresh sought to introduce a new premium range of products, Havas PR saw the opportunity for a completely fresh take by collaborating with top afro-pop duo Mafikizolo. We exclusively launched the band’s comeback music video—after 3 years out of the scene—with product placement, media relations across consumer media and influencer engagement. Along with other touchpoints, we placed Mafikizolo in front of high-audience mainstream media on television, print, online and radio and leveraged their influence. We also engaged and facilitated giveaways through influencers who blog on lifestyle, i.e., fashion, parenting, design and the social scene­­­.

The Results

Increased sales of Aquafresh Extreme Clean
Brand repositioned to a higher-income segment
Brand associated with both dental care and lifestyle