There are few things more irritating and disruptive than toothache. There can be no other priorities until you can get rid of that constant, nagging pain. Consumers were holding out for a hero capable of overpowering that miserable feeling.
The Finger Fighters campaign gave the brand a provocative and eye-catching new presence at the analgesics fixture – celebrating the product’s special topical application and the glorious defiance of powerful, instantaneous relief.
Media network Ogury reported a click-through-rate of 26.8% from the Finger Fighters campaign (against a benchmark of just 10%). Orajel Extra Strength reported a 14% year-on-year sales growth. Ka-pow!