RB set to target dentists in Bonjela PR blitz

Reckitt Benckiser (RB) is planning a PR offensive showing how its Bonjela range can treat denture and orthodentic sores.

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.

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