Case Study: Aquafresh makes brushing more enjoyable with CLEAR innovation

Aquafresh launches 2 flavor-led product ranges with CLEAR

CLEAR M&C Saatchi partnered with Aquafresh, a long-standing oral care brand, to address the challenge of consumer boredom within the toothpaste category. The routine of brushing was perceived as a chore, leading to disengagement and poor oral health habits. The vendor used qualitative online communities, adventure immersion interviews, and strategic narrative development to help Aquafresh find a way to make oral care more pleasurable and exciting.

The solution developed by CLEAR M&C Saatchi focused on product innovation through new flavor-led ranges. This resulted in the 2020 launch of Aquafresh Senses for adults and Aquafresh Splash for kids, designed to make brushing a more enjoyable experience and encourage longer brushing times. While specific metrics are not provided, the impact was transforming consumer sentiment towards oral health and ingraining better brushing habits for the long term.

Aquafresh