Toothpaste brand Aquafresh Extreme Clean has reworked its packaging to improve on-shelf standout and promote the product's benefits.
The revamped packs feature white sparks to reflect the product's foaming action and communicate the GlaxoSmithKline-owned brand's cleaning capabilities.
Coley Porter Bell, which came up with the new design, was appointed to the business without a pitch. The updated range will be supported by an ad campaign created by Grey London, which breaks later this month.
Last month, GlaxoSmithKline handed the £5m direct business for the Aqua-fresh brand to Joshua (Marketing, 9 February).
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