When SmithKline Beecham originally developed Aquafresh® toothpaste in 1973, it was designed to become a leading toothpaste brand in the oral hygiene market. SmithKline Beecham knew that to become successful, their toothpaste would need to possess a unique, differentiating feature from its competitors. They came up with two: 1. Aquafresh® was the first striped toothpaste to launch within the oral hygiene market at the time. It originally had blue and white stripes, syncing up with two key product benefits: fresh breath and fighting tooth decay. 2. Aquafresh® was also the first brand to offer 'freshness' as a major product benefit to consumers. Having fresh breath and a good-tasting toothpaste were important to young people and families at the time, and remain so today.
