Aquafresh teamed up with Paw Patrol to deliver a pawsome integrated campaign across the customer journey throughout Tesco, Boots and other retailers. Toothpaste is a highly competitive and habitual category where most purchase decisions are made in-store. Aquafresh’s family audience — especially parents shopping for kids — often respond better to emotional and playful cues than purely functional benefits.
We brought together bold visuals, clear messaging and playful character-led creative throughout Tesco, Boots and other key retailers. The campaign was designed to drive awareness, encourage trial and create a fun, memorable brand experience both in aisle and beyond.
Audience Insight
Public reporting notes that 92% of parents say their children influence toothpaste choice.
While parents are the ultimate purchasers, children exert significant influence over household buying decisions — particularly in categories linked to their daily routines. Brushing can often feel like a chore, so brands that engage children emotionally can positively influence both behaviour and purchase preference. Parents want brush time to be less of a chore and more of a positive ritual for kids.
This dynamic created an opportunity to speak directly to children in a way that would organically influence parent choice at shelf and beyond.
Strategic Direction
We positioned Aquafresh not only as a trusted oral care choice for parents, but as an exciting, character-led brand for children. By leveraging Paw Patrol, the campaign aimed to create dual-layer appeal — reassuring parents through familiarity and brand trust, while capturing children’s imagination in a way that would naturally influence purchase decisions in-store.
The visual language, character placement, and messaging were designed to:
· capture attention at point-of-sale
· reduce barrier to trial for parents choosing between brands
· create a memorable connection that extends the in-store experience into the home
Aquafresh’s Paw Patrol partnership success resulted in the product range being expanded based on this collaboration to make oral care more fun and engaging for kids and to influence purchase decisions.