The toothpaste has been positioned as a product that delivers benefits of three toothpastes--protection from cavities, plaque and bad breath--in one. It has three eye-catching stripes in the colours red, white and blue which also signify the simple protection that Aquafresh toothpaste brings to the consumer.

According to the company, Aquafresh toothpaste is already a market leader in a number of countries. The product will be packaged as per international standards and will be launched with an extensive media and global advertisement campaign. The ad uses a three coloured wave as a mnemonic to depict the triple protection offered to the entire family, and project the new toothpaste's positive attributes.