GSK plans launch of foaming gel toothpaste

GlaxoSmithKline (GSK) is gearing up for the launch of a new foaming toothpaste under its Aquafresh brand. It claims it is the first product of its kind to be introduced into the UK dental care market.

Aquafresh Gel Foam, due to launch next year, is the first gel-based toothpaste product that creates a “foam burst” when applied and is designed to clean between teeth. It will be available in two flavours, coolmint and freshmint.

Industry sources say that it will be positioned as a premium product that will offer consumers a “whole clean mouth”. GSK is understood be planning to invest significant marketing spend to support the launch.

GSK has been increasing its focus on premium products, particularly under the Aquafresh brand, this year. It has already revealed plans for the European roll-out of Aquafresh White & Shine (MW April 20).

It has also invested £5m in the launch of Sensodyne Pro-Enamel, aimed at older consumers who want to protect the enamel on their teeth (MW June 1).

The advertising for GSK’s healthcare and oral hygiene products, which includes Aquafresh, is handled by Grey London. The agency is expected to develop the launch campaign for the new gel foam. GSK’s roster also includes Ogilvy & Mather, which handles its pharmaceuticals brands.

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