research - captain aquafresh

The campaign, which launches on Monday (14 July), features a new superhero, Captain Aquafresh, defending teeth against the sugars found in foods such as chocolate, cereal and bread. It aims to promote Aquafresh’s new range of sugar acid protection toothpastes, which it has introduced to its everyday oral care sub-brands including “Fresh and Minty” and “Complete Care”.

 As a brand we have to find ways of engaging on things other than price at point of purchase

Beyond the TV campaign, GSK will be running print and interactive digital ads, as well as a launching a big push in stores to “bring Captain Aquafresh to life in the aisle”. The initial campaign will run for 8 weeks, with further pushes planned for later in the year, including social media activity.