Aquafresh is currently being relaunched to re-position the brand in the mainstream of the toothpaste market as an 'effective modern toothpaste'. This would represent a significantly more therapeutic stance than was evident in the initial positioning of the brand at launch. The relaunch involves new product formulation and packaging, although the advertising is planned to carry the weight of communication for the revised strategy. The present research was planned to examine the cartoon 'Talking Teeth'. This campaign was in test in the Harlech and Westward television areas at the time of the research.