Branded Entertainment: PHD, GlaxoSmithKline, Aquafresh Nurdles

The Nurdles campaign for Aquafresh tied together television, video on demand, digital and print media to get kids excited about brushing their teeth. The brand faced tough competition from Crest and Colgate, but the "brushing song" that ran each evening at 7:58 p.m. changed that. The 90-second Nurdle video ran in a pre-school program called "The Good Night Show" on the kids network Sprout. Aquafresh's share rose five points in the kids segment, and consumption increased 95%.