DBA awards

DCA Wins DBA Design Effectiveness Award 2015

Published on: 20th February 2015

DCA Design International, GlaxoSmithKline & Brand Union have won a Silver award in Industrial Design at this years DBA Design Effectiveness Awards for the relaunch of the Aquafresh for Kids toothbrush range.

The DBA Design Effectiveness Awards recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve. Judged by business leaders and entered jointly by client and designer, the DBA Design Effectiveness Awards are both rigorous and authoritative. They celebrate the power of design to drive business success and provide compelling proof of why design is a sound commercial investment.

 Aquafresh for Kids relaunched in 2013 with the aim of recruiting families to the brand early, before a child even gets their first tooth. The new range includes brushes, toothpastes, mouthwash and a teether and the design solution explores 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 have been created 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 has outstripped category growth by 12.5%. Perhaps more importantly though, the relaunch re-establishes Aquafresh’s position as the number one choice for families.