Task:
To Launch Anchor Orange Rush gel toothpaste in an environment where gel toothpastes were seen to have only cosmetic and no therapeutic benefits.

Insight:
Consumers knew oranges had vitamin C, which is beneficial to health.

Strategy:
Sell Orange Rush on its therapeutic benefits. Educate consumers on the benefits of oranges and vitamin C for teeth. Use Orange Rush to raise the image of Anchor toothpaste.