### Case Study: Mouthwatchers

# Mouthwatchers: Unlocking Growth in a Commodity Category

12

### Annual Amazon Revenue

1

### $40K/month to $1M/month growth over 4 years

+33%

### YoY growth

6%

### Market share in manual toothbrush category

1

### Revenue driven through Creator Connections

1

### Best Seller during Prime Day and key tentpole events

## Brand Overview

Mouthwatchers is a premium oral healthcare brand focused on innovative, high-performance dental products, including silver-infused toothbrushes and naturally sourced toothpaste.

Despite strong product differentiation, the brand operated in a highly competitive, commoditized category dominated by established players and price-driven purchasing behavior.

## The Challenge

Mouthwatchers faced key challenges on Amazon:

- Competing in a **highly commoditized category** with limited keyword differentiation
- Difficulty scaling through **search alone** due to constrained long-tail opportunities
- Need to clearly communicate **product differentiation and value** in a crowded market
- Requirement to maintain **strict efficiency**, keeping ad spend aligned with margin targets

As a result, traditional Amazon growth levers were not sufficient to drive scalable growth.

## The Solution

Albert Scott built a strategy focused on **creating demand outside of search and converting it within Amazon.**

We implemented a layered approach combining top-of-funnel demand generation with full-funnel conversion and retention strategies — enabling the brand to scale efficiently in a category where search alone could not.

## How We Did It

Albert Scott scaled Mouthwatchers by building a demand-generation engine paired with efficient conversion systems.

We drove top-of-funnel growth through high-impact video, PR, affiliates, and Amazon Creator Connections — generating awareness and bringing new customers into the category.

We then captured and converted that demand using advanced DSP, retargeting, and brand defense strategies, ensuring high-intent traffic translated into revenue.

At the same time, we expanded retention through in-brand advertising and Subscribe & Save growth, increasing customer lifetime value.

Finally, we executed a tentpole-driven calendar, winning key traffic moments like Prime Day and maximizing performance during peak demand periods — all while maintaining TACoS aligned with profitability targets.

## The Results

Mouthwatchers is no longer constrained by the limits of a commodity category — it has built a scalable growth engine within it.

The brand grew from **$40K/month to $1M/month**, surpassing **$12M in annual revenue** while maintaining efficient, margin-aligned advertising. Revenue increased **33% year-over-year**, adding over **$3M in a single year**, while market share grew by **30%**, reaching **6% of the manual toothbrush category**.

Growth was driven by a demand-first strategy, including over **$1M generated through Creator Connections**, combined with strong execution during key tentpole events — where Mouthwatchers is often the **#1 Best Seller, especially during Prime Day and other peak traffic periods**.

This growth was achieved without relying solely on traditional search-driven scale, but by building demand outside the platform and converting it within Amazon.

**Albert Scott didn’t just grow Mouthwatchers — it proved you can win in a commodity category by creating demand, not just capturing it.**

## Conclusion

**Albert Scott’s strategic use of PR and influencer media, combined with aggressive brand defense and retargeting, significantly boosted Mouthwatchers’ market position and revenue.**

**This case study demonstrates the effectiveness of innovative marketing solutions in a competitive product category.**