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Slice unveils holographic pack for latest Aquafresh launch

LONDON - Slice Design has unveiled the brand and package identity for the latest Aquafresh toothpaste, called White and Shine.

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The brand is set for a global launch with the design created to convey the brand's themes of polishing away stains and imperfections on teeth.

According to the agency the design uses a "crisp cosmetic feel" using holographic style "pillars of light" designs to emphasis the "shine" aspect of the brand.

Alan Gilbody, Slice Design creative director, said: "Our idea was to create a pack that used reflections to emphasise the dual nature of the product.

"This is achieved with a two-tone holographic board and the mirroring of the typography. The result is a pack that leaps off the shelf, distinctive and individual."

Dave Thomas, Aquafresh global innovation manager, said: "Shine is a new and differentiating proposition for consumers and Slice was able to bring this to life in a simple yet effective way.

"Research shows that not only were consumers able to understand the product promise through the pack communications, they were drawn to and persuaded to buy it."

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