Macleans Mouthguard poster debut

SmithKline Beecham has continued its shift to a mixed media advertising strategy by launching its first poster campaign for Mouthguard active mouthwash.

SmithKline Beecham has continued its shift to a mixed media

advertising strategy by launching its first poster campaign for

Mouthguard active mouthwash.

Created by Grey for the usually TV-focused pharmaceuticals giant, the

nationwide six-sheet campaign breaks on 5 May. It is designed to inform

people of the benefits of using mouthwash, and to give those who have

tried and rejected other mouthwashes a reason for trying Mouthguard.

’The average mouth contains over one billion germs,’ warns one poster,

which features a young man wearing a surgical face mask. Another, in a

similar vein, shows a woman with a peg on her nose and the line: ’Over

9,589,004 cloves of garlic are eaten every day.’ The posters will be

supported in London by copy-only tubecards.

The posters were written by Alan Curson and art directed by David

George, while photography was by David Stewart. Media for the pounds 1

million campaign was planned and bought by Jason Theodore at


Macleans, the SmithKline company that produces Mouthguard, is running

the posters and tubecards to keep the brand profile high in between its

normal bursts of TV advertising. Macleans’ TV work revolves around a

spaceship commander and his female computer companion, ’Mac’. A

Mouthguard ’Mac’ TV ad is scheduled for later in the year.

Although the mouthwash market is small in the UK - around pounds 58

million compared with pounds 270 million for toothpaste - it is

considered an area ripe for expansion, especially by the big brands, as

it is dominated at present by own-label products.


Client             Budget  Past 12 Incumbent        Shortlist

                   pounds  months

                   m       Register-


Allied Domecq

(media)            N/A     12.6    Zenith,

                                   Optimedia        Zenith, Optimedia

                                                    and two others

ANZ (global)       2.0     N/A     N/A              Y&R, Team Saatchi,

                                                    M&C Saatchi

Adecco Alfred

Marks              2.0     N/A     N/A              BDDH, Arc, Mitchell


Bally              30.0    N/A     N/A              TBWA/Simons and four


Baxters            3.5     3.5     The Bridge       N/A

Cable and


Communications     20-30.0 N/A     N/A              N/A

Calvin Klein

(global media)     20-25.0 N/A     N/A              APL/Initiative,

                                                    Bozell/CIA, Zenith

Canon              10.0    10.0    WCRS, Grey       WCRS, Grey, TBWA,


COI (agencies)     63.0    63.0    40 shops         Various

COI (media)        63.0    63.0    Various          N/A

C. R. Smith        N/A     1.2     Morgans          N/A

Dairy Crest

(media)            6.0     6.0     Mediapolis and

                                   others           Mediapolis, Aylings,

                                                    BBJ, Motive

Diesel (global)    12.0    0.6     DDB Paradiset    GGT, Lowes, DDB

                                                    Paradiset, Leagas



(pan-Euro)         10.0    1.8     BBH              Euro RSCG, Y&R

Heart FM           2.5     2.5     McCanns


                                   Mellors Reay     N/A


(pan-Euro)         7.0     N/A     N/A              Leagas Delaney,

                                                    Bates, Menzel Nolte


Lee Cooper

(pan-Euro media)   6.0     N/A     N/A              N/A

Legal and General

(media)            14.0    10.0    JWT              N/A

London Transport   5.0     N/A     BST, Y&R, BDDH   BST, BMP, AMV, Team

                                                    Saatchi, St Luke’s

Oracle (pan-Euro)  5.0     N/A     N/A              Publicis, Saatchis,

                                                    DMB&B, McCanns,

                                                    Delaney Fletcher

Page One           2.0     N/A     N/A              Grey, CPS, Golley

                                                    Slater, Dolphin,

                                                    Fourth Floor

Peoples Phone      9.0     9.2     BHO/Frontline    BMP and others


(media)            89.0    89.0    Mediapolis       N/A

Railcards          2.0     N/A     N/A              Doner Cardwell,

                                                    Mellors Reay, Aspen,

                                                    Carlson and two


Reuters (global)   7.0     N/A     N/A              Saatchis, JWT, BBDO

Royal and

SunAlliance        N/A     30.0    Arc, Leagas

                                   Shafron          N/A

Sky (media)        18.0    18.0    Zenith           The Network,

                                                    Universal, Zenith

Southern Comfort

(pan-Euro)         10.0    4.0     Court Burkitt    Court Burkitt, JWT,

                                                    Y&R, APL

B Magazine         0.5     N/A     N/A              McWilliams

                                                    Partnership, Group

                                                    X, Hoatson Carr

Tate Gallery       N/A     N/A     N/A              Mustoe Merriman, BST

Teacher Training

Agency             N/A     N/A     Hill and

                                   Knowlton         DMB&B, Delaney

                                                    Fletcher, McCanns,

                                                    Shandwick, Butler

                                                    Lutos, H&K

Tefal (global)     30.0    2.0     APL              O&M, APL, Publicis,


Top Rank

(creative)         4.0     N/A     N/A              M&C Saatchi, WCRS


(Conde Nast)       0.6     N/A     N/A              N/A

Typhoo Tea         4.0     2.0     Delaney

                                   Fletcher         AMV, Grey, WCRS

TDK (pan-Euro)     N/A     0.5     N/A              Delaney Fletcher,

                                                    BDDH, Euro RSCG



Interactive        N/A     0.3     TBWA             N/A

Volvo (lead

global agency)     N/A     21.0    N/A              AMV, Euro RSCG (US),

                                                    Saatchis (Spain) and


Weather Channel    1.5     N/A     N/A              JWT, Grey, DMB&B,

                                                    Walsh Trott Chick


Xfm                2.0     N/A     N/A              Saatchis, Ray Leach

                                                    Orlov, V