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Aquafresh is running a national marketing campaign to support its White Trays at-home teeth whitening system.
The GlaxoSmithKline brand developed the kit after research found consumers wanted an easy-to-use, no mess, once-a-day whitening system, said Diane Williams, marketing director, GSK Consumer Healthcare Canada. Aquafresh has offered teeth-whitening toothpaste for a while, but this is its first whitening treatment.
The product launch is supported by TV ads and point of purchase material created by Toronto-based Grey, as well as a video website developed by Grey Interactive.
Thirty and 15-second commercials demonstrate how thin and flexible the disposable trays are and end with the tag line: “Whitening that fits you.”
Consumers can learn more about the whitening system and watch a product demonstration at WhiteTrays.ca.
The campaign runs until November. The Media Company handled the buy.
