Challenge

Trust isn't Given, it's Earned

28.3% sales growth, without any teething problems

Following a ban on benzocaine products for kids under two, Orajel, the leading teething brand, re-launched the product without benzocaine. But Orajel still had very strong associations with benzocaine in the consumer’s mind so they needed Maxus USA to change this perception and regain consumer trust.

Solution

The target audience was mothers, and peer recommendation among them was crucial. Maxus decided to foster and facilitate conversations in the targeted environment of online communities for mums. Branded content stories were created and pushed to stimulate interaction and deeper brand engagement was achieved through social sharing via our ‘Momtage’ approach..

That's better!

Results

Positive feedback from real mums helped to slowly regain brand trust. Negative association with benzocaine products decreased by 109% and Orajel contributed to 28.3% sales growth in non-benzocaine segment. Ah, that’s better.