Red wins GSK consumer PR remit for Aquafresh

GlaxoSmithKline is poised to unleash a barrage of consumer PR activity to promote its Aquafresh oral healthcare brand.

The drugs giant’s consumer health arm has appointed The Red Consultancy to promote the launch of its Wakey Wakey, Refresh and Revive Zones toothpaste variants following a two-way pitch.

The range, which became available in major supermarkets and stores such as Boots and Superdrug this month, has been created to appeal to women aged 24-44.

PR activity will attempt to convince people that ‘teeth-brushing does not have to be boring’. The agency will promote the range at events such as the Nutrition and Health Show at London’s Olympia later this month.

People will be invited to have their personal biorhythms – energy levels in respect of physical, emotional and intellectual cycles – assessed, said Red account director Jo Slatem.

Red is handling news generation and promotional activity geared around ‘getting into the zone’, she added.

The range will also be promoted on stands at shopping centres, in locations such as Nottingham, Watford and Lakeside in Essex.

Red’s campaign is understood to have a promotional budget of around £100,000.

GSK’s investment in the Aquafresh brand is its latest bid to challenge market leader Colgate, owned by Colgate-Palmolive.

Red worked for another of GSK’s toothpaste brands, Sensodyne, on a project basis two years ago. The agency has also previously promoted GSK’s Lucozade Sport energy drink.

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