Gleem toothpaste

Gleem is a brand of toothpaste made by the Procter & Gamble company. Advertisements in the 1950s stated that it has GL-70, a supposed odor- and bacteria-fighting compound. Gleemwas introduced in 1952 with advertising coordinated by Compton Advertising, Inc. ["Advertising & Marketing", New York Times, November 21, 1952, Page 36.] The League Against Obnoxious TV Commercials included a Gleem toothpaste commercial in its list of the "terrible 10" in May 1963. ["Offensive Plugs", New York Times, May 19, 1963, Page X17.] By 1969Gleem was a declining brand name. In an effort to obtain additional sales, Procter & Gamble assigned the account to the firm of Mary Wells Lawrence, Wells, Rich, Greene. ["Procter & Gamble Shifts Billings", New York Times, February 3, 1969, Page 51.] WhenGleem II with fluoride was introduced within several years, the brandachieved a 9% share of the toothpaste market. However, this portion declined to around 6% with the introduction of new competing brands. In 1975 Gleem was supported by $6 million in television advertising alone. In August 1976 Procter & Gamble transferred Gleem from Wells, Rich, Greene to the Leo Burnett Company of Chicago, Illinois. ["P & G Moves Gleem To Burnett", New York Times, April 14, 1976, Page 50.]

ee also

*List of toothpaste brands

References

Brand advertising is a way for companies to advertise their product to consumers through a specific brand.