GlaxoSmithKline’s Aquafresh Complete Care ‘to invigorate dental market’

GlaxoSmithKline has expressed hope that the recent launch of its new Aquafresh Complete Care range will have a positive impact on the UK dental sector.

The product line was introduced last month and incorporates minerals to maintain healthy gums, strengthen enamel and freshen breath. Original, Whitening and Extra Fresh variants are all available.

Accompanying the introduction of the brand is a new three million pound marketing campaign featuring a superhero character called Captain Aquafresh. The PR push encompasses TV, print and digital initiatives.

GlaxoSmithKline's senior brand manager for family health Andrew Mahoney told Chemist and Druggist that the company hopes the adverts and product range will help drive interest in the everyday oral health category, invigorating the market as a whole.

The firm has revealed that its Captain Aquafresh campaign – which launched last month – will run for the rest of the year and will be supported with point-of sale materials encouraging consumers to engage with oral health issues and assess how what they eat affects their teeth.