It is using Clarion Communications to mastermind the campaign, which is RB’s first promoting Bonjela directly to dental professionals.
The Bonjela range is seen as a treatment for mouth ulcers but Clarion’s campaign plans to raise awareness of how it can treat sores caused by dentures and orthodentic appliances.
Clarion plans sponsorship link-ups with, and conferences at, UK dental colleges, in addition to media relations work.
The agency reports to Dilini Fonseka, senior brand manager at RB, which will spend £2.5m on TV ads for Bonjela this year.
Clarion already handles PR for RB brands Dettol and Vanish.