Macleans 'smile' advertising research

Date of publication: October 1, 1976

Abstract:

A completely new advertising campaign has been developed featuring smiles as a means of conveying the benefits of clean, strong, healthy teeth from using Mac leans toothpaste. The present research was designed to investigate the impact, memorability, and effectiveness of this new campaign in communicating the brand benefits and personality. 

CRAM/Peter Cooper Archive

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