GlaxoSmithKline brushes up with toothpaste tube recycling drive

GlaxoSmithKline has teamed up with TerraCycle UK to launch a nationwide initiative to upcycle used toothbrushes and packaging for its Aquafresh toothpaste brand.

Under the Aquafresh oral care Brigade scheme, any used toothbrushes and toothpaste tubes will be transformed into items like pen holders and pencil cases. The initiative aims to encourage schools and youth groups to participate by sending in their items for recycling.

For every product sent in, the school or youth group will earn points which can be redeemed for charitable gifts for their organisation, or as a contribution towards the charity of their choice.

The scheme also aims to teach children about resource conservation, whilst reinforcing good dental hygiene through educational materials on brushing for kids.

Aquafresh's group brand director, Rachel Deans, said: "By encouraging good eco-habits at a young age, we can instil a lifelong drive to be more sustainable and responsible and by using familiar packaging like toothpaste tubes and toothbrushes, children can more easily understand the results of their actions."

Maxine Perella


children | packaging


Waste & resource management

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