Slice has created three cartoon-style characters called the Nurdles, which are meant to communicate to parents and children the importance of a dental hygiene routine.
Each Nurdle has been designed to appeal to one of three age groups: Milk Teeth (0-3 years), Little Teeth (4-6 years) and Big Teeth (6 plus years).
The packaging for each sub brand uses different primary colours and logos to make them easily distinguishable on shop shelving.
The Nurdles will also appear as animated characters in a TV campaign promoting the range.
An Aquafresh spokesperson said: "This could well be the first time someone has tried to buy our products prelaunch from an in-store shelf test. We are extremely pleased with the toothpaste, toothbrush and mouthwash packaging designs. Slice has answered our brief and stayed true to the existing Milk Teeth pack equity, but also enabled the range to evolve and grow up with consumers."
This article was first published on brandrepublic.com