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South Africans are becoming more and more aware of just how important South Africa's mothers are if Aquafresh's Best All-In-One Mum competition is anything to go by. This is the third year that the iconic toothpaste brand has run the competition and its popularity has soared to the point where the number of entries doubled from 6 000 in 2008 to 12 000 in 2009. The Aquafresh Best All-In-One Mum competition began on Mothers' Day in May and culminates with 66 ‘best mums' treated to a day at the spa. Children throughout South Africa were invited to explain to Aquafresh exactly why they believed their mothers or community care givers were extra special.
As Aquafresh group product manager Michelle Cloete explained, mothers spend a great deal of time on looking after others and little on themselves. "Mums are so often taken for granted. Aquafresh recognises the crucial role they play in maintaining the family structure and in safeguarding the health of both their loved ones and the wider community. We simply wanted to give something back."
That something was a day's worth of pampering for 66 of the country's most deserving mothers at the Mangwanani Health Spa in Fourways, Johannesburg along with celebrity 3Talk host Noeleen Maholwana-Sangqu on August 21.
The campaign was driven through 3Talk and leading family magazines, as well distributing entry forms via HDI Youth's Pick ‘n Pay School Club and Comutanet. An extensive public relations from Tynago Communications programme supported both the above and below-the-line communication.
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