Hard of the heels of its successful Complete Plus premium toothpaste launch in Germany and Austria, Procter & Gamble is rolling-out a second high-ticket brand, Mediclean.

The latest offering, which claims to protect against cavities and paradontosis, seeks to exploit soaring consumer demand in both countries for premium priced toothpaste. Currently, P&G holds 13.7% of this market.

The support ad campaign for Mediclean is by D'Arcy,Masius Benton & Bowles, Hamburg.

News source: Advertising Age - International Daily