SmithKline Beecham is centralising PR for its Aquafresh and Macleans
brands in a bid to clean up in the oral hygiene market.
Clarion Communications beat three others including Maclean’s former PR
advisors Shilland & Company who handled Aquafresh, to win the contract,
which is estimated to carry a budget of pounds 150,000.
The PR business for SmithKline Beecham’s oral care division - the
company’s largest - includes the entire raft of toothpaste, mouthwash
and toothbrush products.
Clarion managing director Shirley Soskin said the programme will target
national newspaper beauty and health writers, women’s and men’s press
promoting individual brands as part of a ‘whole oral care system’. The
agency is also planning regional press and radio promotions.
Clarion’s contract will also involve handling launches for new products