Aquafresh is rolling out new packaging and an educational TV campaign for its kids’ range to educate both kids and parents on good oral care.

Rolling out from August, the packaging refresh across the range of Aquafresh Kids’ toothpaste, toothbrushes and mouthwashes, aims to help make it easier for parents to shop the kids oral care aisle and to help them select the right product for the appropriate stage of their children’s tooth development.

Aquafresh will launch a new TV campaign in a new approach designed to target parents. This campaign will be across TV and digital from September onwards. The advert will feature the iconic Captain Aquafresh and the popular Nurdles partaking in a relay race to overcome the threat of sugar, supporting the educational message of the importance of special care for children’s teeth.

More than 9,000 tooth extractions were performed in hospitals in England on children aged one to four throughout 2015 and 2016, a 24% rise in a decade. With many of these cases attributable to tooth decay, which is 90% preventable through reducing the amount of sugar in the diet, brushing twice daily with a fluoride toothpaste and routine dental visits, 

Emma Pittendreigh, Aquafresh senior brand manager at GSK, said: “As the number one kids’ oral health brand (Nielsen, w/e 17.06.17), we’re committed to supporting parents and educating them throughout their children’s toothcare journey, helping to protect their children’s teeth at all key developmental stages. The new packaging, which will roll out across the full Aquafresh Kids’ portfolio, will now feature more prominent design cues and colour coding to help parents distinguish between the products, their benefits and the age range that the product is designed for.”

Each product increases in flavour strength, appropriate to age and the stage of tooth development. ‘Milk Teeth’, designed for gentle protection for baby’s first teeth, will feature prominent blue colour-coding and will call out the age range (0 – 2 years) and fluoride levels in the product (1000 ppm). ‘Little Teeth’, for caring protection for growing teeth (3 – 5 years), will have a prominent red packaging design, calling out the increased fluoride levels in the product (1450 ppm) and the additional benefit of 24 hour sugar acid protection. ‘Big Teeth’ similarly will call out the key benefit of expert protection for mixed teeth, gaps and gums, as well as the age range (6 – 8 years), fluoride (1450 ppm) and 24 hour sugar acid protection claim.