AQUAFRESH | flipflop

GSK: AQUAFRESH

We've been ACDs on Aquafresh for the last two years. In that time, we've created several global campaigns to launch products and keep the brand relevant. Perhaps the biggest challenge we've tackled was the brand refresh.

Mothers felt Captain Aquafresh was lacking relevance as a white American middle-aged man living in a comic book world.

We decided to reveal more of his life outside of being a superhero, making him a more rounded and relatable character.

To do that, we introduced his teenage daughter.

She's your typical teenager — fun-loving, social, doesn't take things too seriously and most importantly, just sees her superhero father as another goofy dad.

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Once she was ready to go, she featured in her first TVC, online film and print ad.

Here's a short selection of other work we've done over the years for Aquafresh: