GlaxoSmithKline to launch Aquafresh cinema adverts

GlaxoSmithKline is to conduct an advertising campaign for its Aquafresh Children's toothpaste in association with Cineworld Cinemas over the next year.

The company's consumer health division has signed a 12-month sponsorship deal with the cinema chain that will see 2.5 million pounds spent on marketing the brand in 69 UK cinemas.

Under the terms of the agreement, Cineworld will air a 30-second advertisement for Aquafresh Children's before all family films, as well as a ten-minute animated short before Saturday matinee showings.

Creative work on the campaign will be handled by marketing firm Kids Industries, while MediaCom's Digital Cinema Media arm is the media agency partner for the deal.

This new push will be supported by a number of other ads that will appear on kids' TV channels and Bounty.com over the coming months.

GlaxoSmithKline offers specific oral care products for children in the zero to three, three to six and over six age ranges, in addition to its standard adult range.