Oraldent picks WAR for Gengigel campaign

Dental products supplier Oraldent is to use the Cambridge-based marcoms ag­ency Ware Anthony Rust to handle a campaign for its Gengigel brand.

WAR pitched against undisclosed agencies to win the brief, which will see it promoting fresh clinical research on how Gengigel can heal oral complaints such as mouth ulcers and gum disease.

Its campaign will target health professionals and consumers via the health press, national papers and women's weekly and monthly publications.

Activity will also include promoting the annual Gum Disease Awareness Week next February.

Oraldent has previously used agencies including hsd communications and BMA Communications, but is not believed to have retained support for at least the past 12 months.

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