GlaxoSmithKline’s Aquafresh brand calls in new PR agency

GlaxoSmithKline's Aquafresh brand has chosen Unity as its new PR partner ahead of the launch of a major new marketing campaign.

The media agency – which has worked with the Aquafresh brand before – has won a three-year retainer deal following a three-way competitive pitching process and will work alongside Mediacom and TBWA on the brief, reports PRWeek.

Aquafresh has not carried out a significant PR push for a number of years, but this new initiative is set to be a large-scale undertaking, focusing initially on media relations and digital channels.

Unity co-founder Nik Done said: "This year it is about getting across the key basics … It will be about targeting mums, both through their heads and hearts, to create meaning for the brand beyond it being a toothpaste."

Following this, the marketing will become more campaign-focused in 2013, with social media and experiential messaging set to be key.

Aquafresh is one of the biggest names in GlaxoSmithKline's portfolio of dental brands, with others including Sensodyne, Corsodyl and Biotene.