GlaxoSmithKline launches new Aquafresh advertising campaign

GlaxoSmithKline has launched a new three million pound marketing push for its Aquafresh oral care brand.

Debuting last week, the campaign features a new mascot – the superhero Captain Aquafresh, who is depicted protecting teeth from the sugar content of foods such as chocolate, cereal and bread.

The new ads will help to raise awareness of the new Aquafresh range of sugar acid protection toothpastes, while encouraging consumers to engage with oral health issues and assess how what they eat affects their teeth, reports Marketing Week.

GlaxoSmithKline aims to help rejuvenate the UK oral care market and persuade more people to select products based on health benefits, rather than price alone.

Sarah Fleetwood, marketing manager for oral care at GlaxoSmithKline, said: "Shoppers talk to us about how important oral care is, but in the context of the busy weekly shop and when in the aisle, a lot of purchase decisions are based on what is promoted."

The Aquafresh range includes everyday care and whitening options, as well as formulations specifically for kids. Toothbrushes and mouthwashes are also encompassed by the brand.