GlaxoSmithKline (GSK) is to launch a foaming antibacterial toothpaste called Extreme Clean under its Aquafresh brand this autumn, stepping up its defence against an aggressive drive by rival Colgate-Palmolive.
The Extreme Clean toothpaste foams when brushed to create antibacterial bubbles that clean with an action similar to a mouthwash. Industry sources say the product will be supported as part of a wider multi-million pound relaunch of the Aquafresh brand this year (MW May 29).
Advertising is expected to promote Extreme Clean’s breath freshening properties – with GSK tests showing the toothpaste kills 99.9 per cent of odour-causing bacteria – as well as its teeth brightening action. Grey Worldwide handles the creative work for Aquafresh, with the media buying business held by MediaCom.
Packaging for the toothpaste will depart from the traditional Aquafresh look, and will instead feature a clear, orange and white plastic casing revealing a metallic blue tube inside. A GSK spokesman says packaging is eye-catching and will make the brand stand out on the shelves.
GSK marketing director for oral care Fiona Macleod will oversee the launch, which broke in the US last week. Macleod has been on maternity leave since the beginning of the year but returned in July.
GSK is planning to revamp its oral care brands over the next 12 months, which include Sensodyne and Macleans. Last month, Colgate-Palmolive launched Colgate Sensitive in an attempt to steal share from GSK’s Sensodyne (MW April 10).