GlaxoSmithKline (GSK) is gearing up for the multi-million pound European roll-out of a new premium product under its Aquafresh toothpaste brand.
Aquafresh White&Shine contains “micro-buffing particles” that GSK claims will polish away stains and imperfections.
The pharmaceutical giant is supporting the launch with a major TV campaign created by Grey Worldwide that uses the strapline “Don’t just whiten, shine”.
GSK launched the product in France earlier this year, and is planning to roll it out in key European markets, including the UK, this spring. A US launch is planned later in the year.
White&Shine is the first Aquafresh variant to feature the brand’s new-look logo and packaging, being altered across the entire range.
Developed by London-based agency Slice Design, the Aquafresh logo has been redesigned to give it a crisper, more “contemporary” look.