AUDIENCEX was tasked with introducing the iconic Binaca brand to tweens, teens and twenty-somethings who had no previous experience with the product and no relationship with the brand. AUDIENCEX brought in MTV as lead partner for the re-launch of the brand with a campaign called “Are You Ready?
The campaign drove to a robust social media hub where fans could gather to receive dating advice, chat about subjects like kissing, and get weekly applications that polled, engaged and expanded the audience. The campaign ran on air and was supported by digital, PR, product seeding and a ‘SINGLES LIFE’ college tour.
Binaca was successfully re-established as a leading oral hygiene and lifestyle brand, built around an entirely new set of brand attributes that resonated with audiences previously unfamiliar with the brand. Bianca entered into popular culture, via social media, television shows and celebrity traction and online and in-store sales, especially with Walmart and Target, significantly exceeded client expectations, with Walmart extending distribution from a handful of test markets to national retail availability.