Oral care brand Aquafresh has unveiled a new €500k marketing campaign, built around the character Captain Aquafresh, to introduce the brand's new 'Complete Care' range.
The Complete Care range includes three variants, Whitening, Extra Fresh and Original.
Products in the Complete Care range have been boosted with active minerals to strengthen enamel, maintain healthy gums, and provide fresh breath. The brand has introduced a new Aquafresh 'Sugar Acid Protection' claim across its Complete Care range, in addition to Fresh and Minty and selected Kids products.
"Everyday care is the largest sector in the Irish oral health category, though showing a slight decline at the moment," said says Eilis Tobin, Marketing Manager for Oral Care at GSK in Dublin. "The introduction of new Aquafresh Complete Care, coupled with the heavyweight media campaign and new Aquafresh Sugar Acid Protection claim will help to drive interest and grow the category."
Media activity around the launch will be supported by in-store activation through stand-out POS. The new creative breaks away from traditional oral care TV advertising, and will introduce consumers to Captain Aquafresh as he show how Aquafresh SAP toothpastes can help defend teeth from everyday sugars, including chocolate, cereal and bread.