Abstract:

Aquafresh is currently being relaunched to re-position the brand in the mainstream of the toothpaste market as an 'effective modern toothpaste'. The relaunch involves new product formulation and packaging, although the advertising is planned to carry the weight of communication for the revised strategy. The creative strategy developed for advertising uses the product form to support the dental health benefit while the advertising is intended to portray Aquafresh as a healthy, vital and appealing brand that understands the role of the modern mother and assists her in maintaining the highest standards of effective dental health for her family.