Global oral hygiene brand, Reach, were making their first reach into toothpaste - as a win-win mix of natural antibacterials with fluoride protection. There’s a world of difference between the toothpaste traditionalists, where Reach had been living - a land of high-tech reflective surfaces, futuristic light tunnels and flares; & the understated simplicity of the new natural players gaining space in the category. Our Reach strategy: take a leaf out of the new naturals’ book, in order to be a shining beacon of ‘new’. It’s one giant leaf forward for Reach, and it’s taking a good bite out of the burgeoning natural toothpaste space.
