GlaxoSmithKline plans Aquafresh Ultimate advertising campaign

GlaxoSmithKline is planning to mount an extensive marketing campaign to support the launch of its new Aquafresh Ultimate toothpaste.

The company has dedicated an advertising budget of four million pounds to promote the oral care product, which is being aimed at all members of the family and has been described as offering "whole tooth protection".

Adverts will appear across a range of different media outlets, while the product's stand-up cartonless tube packaging will help it to stand out on shelves, reports Chemist and Druggist.

A GlaxoSmithKline spokesperson stated that Aquafresh Ultimate is being aimed particularly at mothers "who believe that it is important to have healthy teeth and are willing to invest time and money to achieve this".

The representative added that the success of this launch will support future growth by encouraging consumers to invest in premium products for additional clinical benefits.

Earlier this year, the company agreed a new partnership with Cineworld Cinemas to market its Aquafresh Children's toothpaste.