The GSK roster agency took the brief from incumbent Lexis PR after a competitive pitch process. Lexis had previously held the Aquafresh account since 2008.
Splendid is headed by former Slice director Alec Samways, who holds the position of global managing director and has a client roster including high-end retailer Harvey Nichols, Unilever brand Marmite and fellow GSK brand Lucozade Sport.
The agency referred all calls to GSK, who said: ‘Following a recent review of Aquafresh’s PR support, for a specific campaign in 2011, we will be working with one of our UK preferred suppliers on this particular campaign.’
GSK would not give further details of the campaign Splendid had been instructed to work on.
In June this year, the dental care brand launched a mouthwash brand extension, supported by a £2m media campaign, which included consumer PR.