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.