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Wednesday, 16 July 2008 |
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GlaxoSmithKline Consumer Healthcare (GSK) is strengthening its whitening portfolio with the introduction of a compelling new claim on two of its core whitening products.
Macleans Whitening and Macleans Ice Whitening gel now claim to provide ‘2 x better whitening’ (than an ordinary toothpaste) – proving that whitening pastes can really work and motivating existing and potential consumers alike.
The new claim will be seen prominently in pink on the front of the packs.
Whitening toothpastes – which offer a clear benefit in addition to the prerequisite of strong, healthy teeth and gums – are an important part of the Macleans brand’s offering and this latest initiative marks a strong emphasis on the whitening SKUs.
The Macleans brand is in line for a marketing boost with TV on the cards for the autumn when a new creative is due to be unveiled. 
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