GSK launches ‘whitening’ brush

GlaxoSmithKline (GSK) is to launch an electric toothbrush called Whitening Power. The company will claim the brush whitens teeth as its cleans them.

The brush, launched next month, will have a “pulsating oscillating action” to more effectively remove stains.

The launch will be supported by a &£1.3m TV campaign by Ogilvy & Mather (O&M). The battery-operated toothbrush will be priced at &£11.99.

According to buyers, the whitening toothbrush is a first for the UK market.

The toothbrush launch follows GSK’s announcement of the launch of 40+, a brand extension of its Macleans toothpaste aimed at the grey market. The toothpaste, which will retail at &£2.49, will be supported by a &£3.6m advertising campaign, also created by O&M. Last year, Macleans Complete Care brand sponsored reality TV show Survivor on ITV. The sponsorship was Macleans Complete Care’s first TV appearance.

GSK toothbrush range includes the Aquafresh Max Active, a chunky-handled toothbrush and the Powerclean Battery Powered Toothbrush, which was launched last year and supported by a &£1.2m TV advertising blitz .

GSK shifted its &£4m oral care business out of Grey Worldwide last year. At the same time, GSK awarded O&M the Zantac and Zovirax cold sore cream business.

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