EC de Witt, maker of Clinomyn smokers’ toothpaste, has appointed Conquest to its £5m advertising account.
The agency beat incumbent McCann-Erickson Manchester to the business, which includes Witch Doctor skincare products and Cymex coldsore cream.
US-based EC de Witt launched Clinomyn as a smokers’ toothpaste in 1992.
It has faced stiff competition from Colgate and Macleans’ stain removal products. EC de Witt has responded by increasing its ad spend in an attempt to reposition Clinomyn as a mainstream stain removal brand.
Conquest’s first work for the brand breaks on national TV next month. The initial £2m three-month burst is expected to be followed by another campaign.
Last year, EC de Witt spent more than £1m advertising Clinomyn (Register-MEAL).
The company is also understood to have plans to develop its Witch Doctor brand and rebrand it as Witch.
Conquest managing director John Wringe says: “Although the business has been experiencing steady growth, EC de Witt has ambitious plans for the future.
“Our experience of consumer brands and our ‘challenger brand’ attitude was an important factor in our appointment.”