Weber Shandwick Worldwide has won a four-way pitch to handle
consumer PR for toothpaste brand Macleans.
Macleans is the largest brand in the GlaxoSmithKline UK Healthcare
stable, and the brand's whitening toothpaste is the subject of a
'Consumers are becoming aware of their appearance and the desire to have
white teeth is a big part of that consciousness. The potential for
whitening toothpaste is massive, but there's a deal of confusion
surrounding it,' said WSW account director Hayley Bloom.
'We will be addressing that confusion and challenging the idea that you
can have healthy white teeth without the Hollywood price tag,' said
'There is terrific interest in whitening toothpaste. The PR programme
will seek to rectify any misunderstandings about the product,' a
Macleans spokeswoman said.
WSW replaces the incumbent, Clarion Communications. It is understood
other GSK roster agencies - which include The Red Consultancy,
Countrywide Porter Novelli, GCI, Harvard and Brunswick - were involved
in the pitch.
This week the British Dental Association released a report criticising
many whitening toothpastes for claiming more than they deliver.