Beyond White Smile: 5th Brand

quafresh", it does sound appealing right? It gives you instant associations to water, purity, cleanness and good taste. The brand has over the last years become the brand to beat. They are an innovation centered, leading oral care brand. Their product line has a wide range including toothpaste, toothbrushes and floss. In addition, they are continuously launching new innovative toothpastes both in form of texture but also packaging.

Source: dailymail.co.uk

Aquafresh is distinguished by its colored striped paste. The stripes are in white, blue and red. This three striped toothpaste accounts for approximately 45% of Aquafresh business. Aquafresh toothbrushes hold a market leading position in many markets and account for approximately 12% of brand sales.

Aquafresh states that their mission is to use science-based innovation to help keep the mouth clean fresh and healthy. They administrate different product development programs that focus on clinical and technical innovations, so the consumers can have a wide range of toothpaste formulations. They invite entrepreneurs from around the world to their headquarter to develop ideas and present them to the consumers world wide. Regarding the placement of their products, they have a well-established support network with external suppliers of new oral healthcare technologies that ensures them a big impact in the desired markets.

This science based innovation is implemented in their strategy. Around 80 scientists with various expertise working with Aquafresh on many projects each year to provide the best for their consumers.

Aquafresh position themselves as a premium brand. Their objective is to drive the scientific credentials of the Aquafresh brand and use it to focus on their primary consumers. They have defined two main targets. First is the caring, nurturing mother who purchases on behalf of the health of her family. Aquafresh makes their appeal to the mothers with referring to that they of course want what’s best for their kids, and that they should set an example and use Aquafresh which is the best brand.

The second main target is kids. They produce different pastes and tubes designed especially for kids. On their website they have a own area, where several games and other fun interactive activities are available. They also launched a fun educational program for kids that they can follow. The program stretches out over several years and Aquafresh has developed different products that fit into the different phases of the program. By doing this they manage to hold on to their consumers. Further, Aquafresh have developed some cartoons called the “NURDLES”, which also have a special dance, which can be seen in the commercial shown under;

Aquafresh tubes appear in innovating packages with strong graphics, which are meant to attract their target. The purpose of the graphics on their packaging is to communicate and educate the consumers. Their packaging is the hero at the point of purchase.

Aquafresh´s promotions and advertising has been a huge upside, just look at their market share and the fact that it has not declined even over the last years with the increased competition. The focus of their campaigns is based on a clear understanding of the needs of its target markets. Here is an example of one of their newest inventions within oral dental care.

As said, Aquafresh dedicates much time and resources to be innovating. One direction that is implemented in their core strategy is to be disruptive. We have all been to the store and have been faced with meters of different toothpastes which all look the same. Aquafresh has created a different, easy recognizable carton for the shelves. The distinctive tubes are being displayed vertically in a shelf-ready tray. All of this combined, they create a visual disruption and standout from the wall of competitor cartons.