Aquafresh launches new mouthcare range

Aquafresh, the dental care brand, is launching Aquafresh Extra Care a range of mouthwashes aimed at families.

The launch of the range will be supported with a £2.1m media campaign throughout 2010.

Parent company GlaxoSmithKline Consumer Healthcare (GSK) hopes the family friendly range will attract new users to the mouthwash category.

The range is available in three variants: tingling mint, spearmint and mint breeze.

GSK says the alcohol free mouthwash range is suitable for the whole family, including children from age six and contains an active strengthening mineral to help build teeth’s enamel.

The healthcare firm is also relaunching its Aquafresh Extreme Clean Purifying Mouthwash with an alcohol-free formulation.

GSK launched a review of its media agencies in April to improve effectiveness and efficiency in “selected key markets”. The UK account is currently held by WPP-owned MediaCom.

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