Dental giant Colgate has taken on Starfish Communications as it
looks to take a slice of the UK's £270m chewing gum market.
The account was won after a three-way pitch, and will see the agency
handle PR surrounding the launch of Colgate Dental Gum until the end of
Starfish hopes to secure a retained deal to promote the product.
The launch of the product is backed by £13m of promotional
spending, from which Starfish is expected to earn six-figure fees.
The product will look to capitalise on Colgate's reputation in the
dental market, playing on consumer's reliance on chewing gum as a tooth
The gum range, which includes a whitening product alongside peppermint
and menthol flavours, claims to reduce plaque, clean teeth, and kill
Starfish joint managing partner Julien Speed leads the account,
reporting to Colgate commercial manager Mike Chatters, who is
responsible for the brand.
The agency will undertake sampling and media promotions, focusing on the
product's convenience, according to Speed.
He said: 'We will be working along the theme of a product you can
consume on the go. It's not going to be a product to replace toothpaste,
but it is designed to give people protection throughout the day,' said
Last month the firm's US parent company Colgate-Palmolive delivered
strong second quarter earning reports, seeing net income increase ten
per cent to just over £200m for the quarter.
The results reflect the effects of an efficiency drive aimed at cutting
operating costs and focusing on high-margin products, and the strategic
launch of new products, such as dental gum.