GlaxoSmithKline Consumer Healthcare (GSK) is launching a £1 million integrated on-pack promotion through i2i Marketing of its Aquafresh range of oral care products amongst mums and families.

The campaign, entitled “Amazing Mouths Thank Amazing Mums”, will be supported with a dedicated microsite and forthcoming experiential roadshow - created and managed by i2i.

The on-pack promotion will be a £1million fund of prizes chosen by mums for mums, including spa days, cinema tickets, shopping sprees, flights and holidays. To enter mums can buy a special pack of Aquafresh and visit the campaign’s microsite www.aquafresh.co.uk/amazingmums, and enter the code found on the inside flap of their Aquafresh ‘Win Mum’s Wish List’ pack.

To support the promotion, i2i Marketing has designed a six-week experiential roadshow with a fully-branded walk-in video booth at supermarkets, shopping centres and cinemas. Brand Ambassadors will encourage people to visit the booth to record a personalised message about what makes their mum so amazing. Selected video messages will then be uploaded onto the campaign microsite where registered users can vote for their favourite video. The video with the most votes will win an amazing family holiday worth £5000.

The roadshow will begin at Lakeside Shopping Centre on 22nd May, 2010 and finish on Thursday 1st July.

In addition to the on pack competition and experiential roadshow, the campaign will be supported by promotional advertising, in-store point-of-sale and radio promotions.

Bruce Burnett, managing director i2i Marketing says: “We have captured the values and personality of the Aquafresh brand by creating a fully integrated campaign that is both fun and rewarding for mums and kids alike. With the combination of interactive live experiences, personalised video messages and great prizes on offer, we’re confident that families will be talking about this campaign long after the activity finishes.”