Aquafresh drives oral care reinvigoration with new Complete Care range, product claim and superhero mascot - and other major marketing news
11 June 2014
Aquafresh invigorates oral health category
Aquafresh Toothpaste, currently worth €1.8m*, is strengthening its portfolio with the launch of the Complete Care toothpaste range. Set to revive the everyday oral health category, the products have been boosted with active minerals that strengthen enamel, maintain healthy gums and give fresh breath. GSK has a new Aquafresh Sugar Acid Protection claim. The brand is also introducing its new Aquafresh superhero – Captain Aquafresh. The launch will be supported with a €500K integrated marketing campaign.
*(Source: Nielsen Scantrak, All in One and Functional(Everyday) Sales Value 15.06.14)
**(Kids toothpastes except Aquafresh Milk Teeth Toothpaste)
Boyne Valley Honey and AIB launch Ireland’s first rooftop apiary on a commercial building
Rooftop apiaries have become a fixture in cities such as London and Tokyo in recent years, and now Dublin has welcomed the first bee colony to be housed on a commercial building. The initiative, led by Drogheda-based business Boyne Valley Honey in partnership with AIB, will see over 200,000 honeybees located on the sixth story roof of AIB Bankcentre in Ballsbridge, in a move to sustain Ireland’s bee population.
Coca-Cola survey reveals 94% of Irish people like their name
According to a new survey the overwhelming majority of Irish people (94%) like their given name and almost nine in ten (87%) consider it important in their life. In comparison to the rest of Europe the Irish are most likely to say that their given name makes them feel happy (81%). The findings are part of a Europe wide survey, commissioned by Coca-Cola to celebrate the Share a Coke campaign which has returned to our shelves this summer.
GSK employees choose Irish Hospice Foundation as Charity of the Year
Employees of GSK in Ireland have selected the Irish Hospice Foundation as the GSK Charity of the Year for 2014 and 2015. Each of GSK’s five individual businesses in Ireland will donate €5,000 per annum to the charity, equating to a minimum donation of €50,000 over the two years. GSK employees will also be able to share their expertise with the charity through GSK’s volunteer programme and support it in building organisational capabilities.
Sizzling sales with new Pot Noodle Brazilian BBQ Steak
Pot Noodle, the number one player in the instant hot snacks category from Unilever UK and Ireland*, is strengthening its offering by rolling out a new Brazilian BBQ Steak flavour. Available to all retailers and supported by a heavyweight marketing campaign in Ireland in 2014, the new variant will capitalise on the exposure for Brazilian flavours this year and tap into a growing demand for pot snacks**. Available in cases of 12, it has a RRP of €1.39 per unit.
*(Source: IRI MAT data February 2014 – Value Sales)
**(Source: IRI MAT data December 2013 – Value Sales; the Hot Snacks sector grew 10.7% in 2013)
Zantac long-lasting relief from heartburn and acid indigestion launches into grocery
Omega Pharma is launching the popular heartburn and acid indigestion reliever, Zantac into grocery for the first time this month. The move coincides with a re-launch of the brand, which is the number one* H2 antagonist in Ireland and has a 30-year heritage.The re-launch will include a robust ATL campaign including TV advertising, video on demand and a digital presence along with PR support. Zantac 75 is available in sixes at a RRP of €3.99.
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*(Source: IMS Value Sales June 2014)