Red Seal and R&R launch ‘toothpaste with teeth’

Red Seal has launched a new Baking Soda + HAp toothpaste containing hydroxyapatite, a natural mineral found in tooth enamel.

As the primary mineral that makes up our teeth, hydroxyapatite can help support enamel remineralisation. Combined with baking soda, the formula helps lift surface stains, leaving teeth looking brighter and feeling cleaner and smoother.

The campaign was created in partnership with full-service creative agency Rainger & Rolfe.

Nature isn’t weak, it’s powerful

Red Seal’s parent company, Endeavour Consumer Health, head of marketing Ben Cull says the campaign connects consumers with ingredients that are familiar to the body.

“This product is inspired by the natural composition of our teeth. Hydroxyapatite is a key mineral found in enamel, its inclusion in the formula reflects our approach to harnessing nature’s science and combining it with our R&D to craft formulas that elevate oral care. 

“By pairing this with baking soda, we’ve created a formula that cleans effectively, mineralises and whitens, without compromising what matters most – your enamel.

“With this campaign, we invite Kiwis to think again about the efficacy of their current toothpaste and to have them realise that nature isn’t weak, in fact, it’s powerful. Red Seal has always been about delivering a New Zealand made toothpaste backed by nature ingredient certification that kiwis can trust,” Cull adds.

Toothpaste with teeth

Jen Rolfe, managing director of R&R, says: “This campaign challenges a belief the category has been promoting for years. That if a toothpaste is derived from natural ingredients, it must be gentle.

“Red Seal Baking Soda + HAp takes a different stance. Nature isn’t the soft option. It’s the smart one.”

R&R creative director Kelly Putter adds: “What excites me about this campaign is that the idea and the product are the same thing. 

“HAp is a naturally derived mineral found in your enamel, it’s what your teeth are made of. Nature did the work. Red Seal put it in a tube, and we put it in front of Kiwis. 

“We’re proud to introduce Red Seal Baking Soda +HAp. ‘Toothpaste with teeth’.”

Credits

Red Seal

• Ben Cull, head of marketing
• Aleisha Freeman, marketing manager brand
• Rachelle Becker, campaign manager

R&R

• Jen Rolfe, managing director
• Kelly Putter, creative director
• Lauren Plumb, head of design
• Regan Thompson, senior account director
• Graham Banister, senior designer