Aquafresh provides antidote to the rise of 'glinty teeth'

Aquafresh is aiming to counter the obsession with perfect “glinty teeth” – sported by celebrities the world over – to empower all kinds of gnashers; from bucky gaps to snaggletooths to tinsel-teeth, and everything in between in a new ad campaign by Grey London.

Highlighting the transitory phase children go through between their baby teeth and adult ones, the “Perfect Teeth Are Just Healthy Teeth” campaign champions unique dental configurations.

It follows research from Aquafresh parent company Haleon which revealed that nearly half of all UK kids feel low self-confidence because of their teeth, causing them to hold back, speak or smile less, and miss out on childhood.

Shot by British creative Rankin, the activity will run on out of home and social media sites and shows primary school children proudly showing their healthy fangs. It is designed to encourage conversations between parents and children on their standout teeth and make oral health fun.

The campaign also seeks to explore and prototype concept toothbrushes – “The Newfanglers Brushes” – exploring unique brushes with names like Fangtastic and Gap Getter.

Haleon global head of oral health Jayant Singh said: “Aquafresh smashed the harmful ideal of ‘picture perfect’ teeth by shifting our children’s aspirations towards healthy teeth, not just aesthetically pleasing ones. We are building on our existing schools’ programme to further build the oral health confidence of children today.”

Grey London executive creative director David Wigglesworth added: “Everyone remembers how they felt about their teeth growing up, and some of us didn’t feel confident about them. Though insecurity is a serious problem, we did not want to solve it with a serious solution. We solved it with our inner child, instead. Whimsical at heart, we hope our toothbrushes start the chatter to normalise all types of teeth.”

The larger-than-life portraits will also be on display at the Perfect Teeth Are Just Healthy Teeth exhibition at 59 Greek Street, in London’s Soho where Rankin will discuss his intent behind the images and its social impact.

In partnership with the Dental Wellness Trust, Dr Linda Greenwall will provide advice and tips on oral health for children, while Haleon executives will discuss the findings of their research, as well as their commitment to building children’s oral health care confidence.

The children featured in the campaign will get to see their perfectly healthy, normal teeth on display and there will also be an interactive area for kids to explore and learn about oral health.