Reckitt Benckiser (RB) is to advertise its denture cleaning product Steradent for the first time on television, in an effort to target a younger market.
The &£1.88m TV campaign, created by J Walter Thompson, will be aired in October.
Steradent has long been associated with a mature market who wear dentures in old age, but the campaign aims to capture a younger market and those wearing partial dentures.
The TV campaign will coincide with the launch of Steradent 3 Minutes, a new denture cleaning variant, which the company claims can remove plaque, bacteria and most stains in three minutes.
Steradent brand manager Carine Jansz says: “Research shows that 64 per cent of denture wearers are not solely using a specialist cleaner, against advice from the dental profession. The majority are still brushing their dentures or even using soap and water.”
Earlier this year, RB launched Steradent Active Plus – a formulation it claims gives 12-hour protection from bacteria, which causes bad breath, as well as keeping dentures clean and hygienic after soaking for just ten minutes. The formulation is available in two variants, Original and Fresh.