ACT Mouthwash

Brand Repositioning

The Situation

ACT was known as a children’s fluoride rinse when Chattem acquired the brand. KWG helped Chattem identify a dramatic hole in the adult marketing map. Any mouthwash could offer fresher breath…but stronger teeth and a healthier mouth?

What We Did

We created a marketing plan to support the brand’s new story.
Through novel media forms, unique channels, media efficiencies and added value incentives, KWG tripled the brand’s voice relative to category competitors without tripling the brand’s budget.


ACT reported double-digit growth for two years running. ACT grew in a flat category and against a flat category leader.


KWG_15.10.5_New Website_ACT Chart