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Macleans 'smile' advertising research

Date of publication: October 1, 1976

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

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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, C. (1976a, April 01). Qualitative research on Macleans toothpaste commercial 'waking up' . ANA - ESOMAR. Retrieved July 31, 2025, from


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https://ana.esomar.org/documents/qualitative-research-on-macleans-fluoride-commercials-


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Citation

, C. (1976a, October 01). Macleans 'smile' advertising research. ANA - ESOMAR. Retrieved July 31, 2025, from


https://ana.esomar.org/documents/qualitative-research-on-macleans-fluoride-commercials-