Aquafresh is aiming to drive sales of its kid's range and encourage children to brush their teeth through a partnership with Disney-Pixar’s new film, Inside Out.
The deal with Disney-Pixar will see Aquafresh give away 1000 movie-themed ‘brushtime’ kits, which the brand says will help make brushing teeth fun.
The lead characters of Inside Out: Joy; Sadness; Anger; Disgust, and Fear, will be linked to different stages of the oral care routine in a bid to “drive an understanding of the emotional brushing experience”.
Aquafresh has discovered that three in four Irish children have experienced tooth decay by the age of 15, and that one in ten parents admit that their children go to bed without brushing their teeth once of twice a week
Philip Keenan, senior brand manager of GSK’s oralcare Portfolio, GSK said, “The characters in Inside Out will help children to understand that it’s ok to be sad or angry at brushtime, and our full campaign, including the brushtime kits, will help parents to drive the message that joy can happen too.”
Anna Hill, chief marketing officer, The Walt Disney Company UK & Ireland, added, “This tie-up with Aquafresh shows how our expertise in creative storytelling can so positively impact a brand's campaign, especially when working with such innovative stories as the one seen in Pixar Animation Studios' brilliant Inside Out."
Aquafresh is supporting the brushtime kits across TV and digital channels, as well as in-store, to ensure maximum awareness and to help drive growth in the €3.4m Kids Oral care category.
© 2015 - Checkout Magazine by Jenny Whelan.
