The Road to $1.5M
Discover how we helped Mr. Bright secure a 12-month retail contract, achieve online sellout success, and grow into a sought-after brand, culminating in a $1.5M acquisition by Wellnex Life.
Mr. Bright Smile
Mr. Bright Smile is a leading teeth whitening brand with a mission to provide accessible, effective solutions for confident smiles. The brand is stocked in major retailers across Australia, the UK, the US, and New Zealand, including Chemist Warehouse, Priceline, Adore Beauty, Boots, Superdrug, and Vitacost.
The Challenge
Mr. Bright’s product lines at Superdrug UK faced the threat of discontinuation due to low sales. The looming range review made it critical to demonstrate improved sales performance to retain their shelf space. Additionally, Mr. Bright sought to expand brand awareness across its key global markets, with a strong emphasis on increasing visibility and sales in the UK.
Our Solution
Sugar Honey launched retail-focused campaigns prioritising Superdrug and Boots UK with traffic and reach ads targeting broad and retargeted audiences. We amplified brand visibility through influencer content, which impressed retailer media teams and was featured on their platforms. During Superdrug’s 30% promotion, our targeted strategy led to a complete online sellout of Whitening Strips.
Strategic Campaigns
Retail Campaigns
Sugar Honey executed a multi-channel strategy designed to drive traffic and sales to key retail partners, including Superdrug and Boots UK. Campaign efforts included:
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Traffic and reach campaigns targeting broad and retargeted audiences.
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Strategic budget prioritisation for Superdrug and Boots, the brand’s UK retail priorities.
Influencer Marketing
We collaborated with authentic influencers to create compelling, scroll-stopping content that caught the attention of retailer media departments. This led to retailers showcasing our influencer-generated content on their channels, amplifying Mr. Bright’s reach.
Promotion Success
During Superdrug’s 30% online discount promotion, Sugar Honey launched targeted ads to drive traffic to the Whitening Strips product page. The result? A complete online sellout of the product.
From Revitalisation to Acquisition
Thanks to our targeted advertising strategies, influencer collaborations, and retail-focused campaigns, Mr. Bright not only secured its place with major retailers like Superdrug and Boots but also achieved remarkable year-on-year growth.
In 2023, the brand’s success culminated in a significant milestone: its acquisition by ASX-listed health and wellness company Wellnex Life for $1.5 million. The acquisition recognised Mr. Bright’s growing value in the global teeth whitening market, expected to reach US$8.2 billion by 2027.
Acquisition Highlights
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20% EBITDA Margin Growth: Driven by increased revenue and retail presence.
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$4M Revenue in FY22: Supported by retail and online campaigns.
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Chemist Warehouse NZ Ranging Secured: Further expanding distribution channels.
This acquisition solidifies Mr. Bright’s place as a premium player in the health and wellness market—a testament to the power of strategic marketing and collaboration. Sugar Honey is proud to have played a pivotal role in driving this growth and success.
"Secured our future with key retailers"
"We approached Sugar Honey during a critical time for our brand at Superdrug, and they delivered beyond our expectations. Their strategies not only revived our sales but secured our future with key retailers. Truly outstanding!"
Overview
From saving retail listings to driving year-on-year growth, our campaigns helped transform Mr. Bright into a sought-after brand, culminating in its $1.5M acquisition by Wellnex Life. It’s proof that smart strategies lead to big wins.
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