Macleans taps into romance to launch new sub brand

LONDON - GlaxoSmithKline Consumer Healthcare is adding a Macleans Confidence sub-brand to its Macleans mouth care range.

A new M&C Saatchi campaign will launch in April will promote a range of three new products - a tooth whitening mouthwash and mouth sprays - under the Macleans Confidence brand name.

Miranda Honan, brand manager for Macleans, said the brand was focused on a ‘modern expression of social confidence mixed with romantic encounters'.

The marketing activity to promote the new range will follow a brand campaign launching in cinemas on Boxing Day and TV ads in January.

The campaign evokes timeless glamour and encourages people to ‘be ready for romance', with newfound confidence in their mouths. 

Digital agency Swamp will be creating a website to support the brand's new above-the-line campaign.

In the initial phase of the site, visitors will be able to view the Macleans product range as well as watch the new 60-second TV commercial.

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