GlaxoSmithKline (GSK) is to launch two toothpaste ranges under the Aquafresh and Macleans banners in a bid to challenge Colgate-Palmolive’s premium positioning.
The first product released will be Aquafresh Zones, a three-version line that offers a mint-based toothpaste with hints of either apple, watermelon or lemon flavours. Aquafresh Zones will be launched in the UK this summer, supported by a £4m ad campaign created by Grey Worldwide, with media bought by MediaCom.
One insider says the brand’s advertising will focus on enjoyment of the brand’s flavours, a departure from traditional toothpaste campaigns that highlight clinical benefits, such as whiteness or cleaning.
Meanwhile, GSK will also extend its Macleans brand with separate products for the morning and evening. Macleans Detox is an anti-bacterial toothpaste designed to be used in the morning in conjunction with an evening toothpaste, which is fortified with extra minerals. Consumers will be encouraged to buy both toothpastes. This launch will be backed with a £3m ad campaign also created by Grey.
These launches are the latest step in GSK’s attempt to overhaul its oral care brands in the face of fierce competition from Colgate. Last year, the company launched a foaming anti-bacterial toothpaste called Extreme Clean under its Aquafresh brand (MW August 21 2003).