These include achieving Superbrand 2011 status, for TGI’s (Target Group Index) Top Male and Female Cosmetics Brands in South Africa, and rating high in the Sunday Times Premier 2010 Top Brands Survey.

Superbrands - the world’s largest independent arbiter of branding - awarded Aquafresh Superbrand 2011 status based on a strict selection process carried out by the SA Superbrands Council (that included local experts from blue chip companies and leaders in the marketing and communications fields).

This makes Aquafresh one of just 500 South African brands to achieve prestigious Superbrand status. Selection recognises and pays tribute to brands that are outperforming competitors in the market and is based on critical factors such as market dominance, longevity, goodwill, customer loyalty and overall market acceptance.

The Superbrand status joins Aquafresh’s listing as a TGI Icon Brand, with Aquafresh achieving top spot in both the Male and the Female Cosmetics Brands in South Africa via a consumer survey published in Rapport and City Press. This was based on research into and feedback from 15 000 metropolitan consumers.

The TGI icon brands are described as quintessentially South African, defining a common experience, often on a daily basis.

According to the annual Sunday Times Premier 2010 Top Brands Survey, Aquafresh and its sister toothpaste, Sensodyne, were particularly strong performers in the mouthcare category.

Tracy Sol, Group Product Manager for Aquafresh, said: “Recognition from all three quarters has proved that our marketing has made us an undisputed part of the South African lifestyle. It points to the efficacy of a carefully targeted marketing campaign engineered together with partner agencies, Grey SA and Notabene. We achieved exactly what we set out to do – define Aquafresh as a brand that embodies all things South African and reaches a broad range of ages and LSM’s.”

Sol added: “Although the brand’s reach is wide - Aquafresh’s brand identity is firmly grounded in strong family values and connecting with the heart of families - mums. Our slogan ‘Aquafresh does it all-in-one, mum’ has remained key to the brand’s communications over time.”