Coley Porter Bell has carried out a redesign for GlaxoSmithkline-owned brand, Aquafresh, across two toothpaste products, Aquafresh Extreme Clean and Extreme Clean Whitening.
The consultancy was appointed in August 2004 without a pitch and was tasked with improving shelf standout and promoting the individual qualities of both products.
The reworked pack designs feature the use of orange on both outer cartons – a ‘unique’ colour within the toothpaste market, according to Coley Porter Bell. It also features an image of exploding white sparks to convey the products’ micro active foaming action. A new logo, consisting of an arrow curved into the shape of a tongue, is designed to show how products clean both the tooth and tongue.
‘This new packaging will introduce these products with the vibrancy and dynamism needed to differentiate them in a cluttered category,’ says Stephen Bell, creative director at Coley Porter Bell.
The products launched last week across the UK.