Abstract:

Plans have been made to relaunch Aquafresh toothpaste with a new advertising strategy. It has been agreed that the unique product form should be the basis of any support statement in the advertising. A number of ways of using the product form have been identified. Research has been requested to provide some indication of any likely problems (particularly in the area of credibility) associated with these options for the purposes of research, the three options above were formulated into four advertising concepts and treatments.