Aquafresh - GSK JCPR got tongues wagging when it set up a UK-wide competition to find the best tongue in the UK as part of a campaign for the Aquafresh Extreme Clean Tooth & Tongue system. With a dedicated website and a series of road shows showcasing a new sport called tongue curling JCPR took on the 'tonguetastic' Jenny Powell to boost the campaign. Over 140 pieces of print and TV editorial were also generated and over 400,000 samples distributed in a three-month period. Cow & Gate When we say we know Mums, we really know them. We know the information-hungry mums who pore over websites and magazines, through our work on Milupa Aptamil. And we know the mass market mums (especially the pregnant mum, the mum of little kids, the mass demographic mum) through our work for Cow & Gate. Our Neighbourhood Mums Programme - in 2006 fronted by Angela Griffin - teaches us all we need to know about the need for a support network... and the real conversations mums actually have. The Old Wives/ New Wives Tales campaign teaches us what is being thought and said - and what sticks; the Denise Lewis-hosted Immunity Programme demonstrates how mums want and absorb their information and what they want for their kids. And it is all wrapped up within a properly holistic campaign that embraces CRM as much as it does advertising, with PR taking the brand into key media areas with messages and endorsements that it would, to be honest, be hard to buy. Celebrity faces have been key to guaranteeing cut-though. But this is not celebrity for the sake of celebrity. As the work on Baby Squad in 2005 demonstrated (then, with Patsy Palmer), this is a campaign that truly uses both celebrity and entertaining new formats to drive emotional engagement, loyalty and commitment to brand.