OMG! Pepsi Light was in danger of being removed from the shelves. This was in the face of one of the biggest soft drink launches in Australia. Swift action needed to be taken.

The task at hand was to create a communications plan starting from a blank canvas. OMG! Moments were identified as the key rich emotional territory that bonded women together. These OMG! Moments formed the basis for the facelift for Pepsi Light.

OMG! Moments paved the way for the channel strategy that focused on creating branded content using celebrities as catalysts.

Encouraged by celebrities sharing their OMG moments women shared their own in a public forum.

Distribution and sales lifted … Pepsi Light is a survivor.

Are your teeth white? Well they might be, but do they shine? Unless you have been using Macleans White & Shine (W&S) then probably not!

Our task was to create the launch communications plan and demonstrate the end result of the new product (shinier teeth) in a competitor dominated toothpaste market.

It’s not often that a product launch with globally influenced channel selection and creative would enter into media strategy and planning awards.

However, the communications planning team believed that there was room to develop the global creative into more effective communication via its media strategy!

Based on the consumer insight “confidence behind the smile”, and that confidence meant a transformation for consumers, the media strategy influenced the local creative brief with an emphasis on transformation.

The media idea “Pimp Your Smile Up” left its mark on all creative work (transformed) executed on TV and outdoor.

As for results, Australia was the most successful W&S launch for GlaxoSmithKline (GSK) global, growing Macleans’ share13%.