GlaxoSmithKline is gearing up for the &£5m launch of a new product under its Sensodyne toothpaste brand.
Sensodyne Pro-Enamel, due to launch later this year, has been developed in response to the trend tow-ards healthier living and particularly a diet rich in fruit, according to industry sources.
GSK will claim that the natural acids present in fruit can gradually erode tooth enamel, and that the new product will guard against and repair that damage.
It will be backed by a major television and press campaign from roster agency Grey London.
The launch is GSK’s second in the dental sector in recent weeks. It is also rolling out a new premium product across Europe under its Aquafresh brand, Aquafresh White & Shine (MW April 20).
The product contains “micro buffing particles” that GSK claims polish away stains and imperfections. Its launch is being backed by a major campaign from Grey Worldwide.
Separately, GSK is understood to be in talks with a number of creative “hotshops” over its estimated &£50m pan-European advertising account (MW May 25).
It is unclear whether GSK is planning to hold a full-scale review or looking to add another agency to its roster for the business, which in the UK is worth an estimated &£30m.
Grey London handles the majority of GSK’s healthcare and oral hygiene products, including Aquafresh and Sensodyne, while Ogilvy & Mather is the retained agency for its pharmaceuticals brands, which include Zovirax cold sore cream.