GlaxoSmithKline is pumping £2.4m into relaunching family toothpaste Aquafresh.

The campaign includes sponsorship of a new prime time Saturday night ITV show, Fool Britannia; outdoor, digital, press and in-store activity; and a dental expert engagement programme.

The sponsorship package is set to run for eight weeks, with the firm claiming that the toothpaste’s red, blue and white stripes deliver a sense of Britishness, which complement the show.

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