In response to data suggesting most children aged between four and ten exceed the recommended daily intake of sugar by more than a third, GSK staged a complete relaunch of Aquafresh for Kids in 2013 with the aim to recruit families to the brand early, before a child even gets their first tooth. The new range included brushes, toothpastes, mouthwash and a teether and the design solution explored characterisation to create a more explicit tool for storytelling, engaging children’s imagination and helping mothers with the bathroom struggle of oral care. Animal characters were applied for younger children, with ‘bold’ and ‘cool’ designs for older kids. The result has been a reach to adults and children, with sales of the Stage One and Stage Three brushes increasing by 40% and 37.5% respectively. The range as a whole outstripped category growth by 12.5%. Perhaps more importantly though, the relaunch re-established Aquafresh’s position as the number one choice for families.