Macleans hires WSW for 'white' consumer work

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

re-education campaign.

'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.

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