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Aquafresh to transform bus stops for new toothpastes

LONDON - Aquafresh has enlisted the help of Michaelides & Bednash and Antidote to transform bus stops in Manchester into a series of eye-catching 'sensory zones' for the launch of its new range of toothpastes.

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The zones representing the new toothpaste brands -- Wakey Wakey in yellow, Refresh in green and Revive in pink -- aim to catch people's attention and communicate the toothpaste's "zesty invigorating" proposition.

The campaign is launching across 20 stops in central Manchester, with sites including Deansgate, Victoria Station and St Peter's Square, and will be supported by six-sheet posters throughout the city.

Launching on November 15, the campaign will run for two weeks as part of a £4.3m spend on the brand this year. The creative was developed by Antidote.

An Aquafresh spokeswoman said: "If successful, it is likely to be taken elsewhere."

Communications agency Michaelides & Bednash has worked on campaigns for Time Out magazine and Channel 4, most notably on the broadcaster's "Black Friday" campaign, which promoted the final episode of 'Friends' and the launch of "evil" 'Big Brother 5' on the same night.

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