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Gleem

Gleem is an American brand of oral hygiene products, including toothpastes and electric toothbrushes, owned by Procter & Gamble.^[1] Originally launched as a toothpaste in 1952, Gleem quickly rose to prominence as one of the top three best-selling toothpastes in the United States during the mid-20th century, celebrated for its innovative formula featuring GL-70, an odor- and bacteria-fighting compound.^[2]^[3]^[4] The brand experienced a decline in market share over the decades as consumer preferences shifted toward competitors like Crest, leading to its discontinuation as a standalone toothpaste line in 2014.^[3]^[5] In 2019, Procter & Gamble revived the Gleem name for a new lineup of affordable, battery-powered electric toothbrushes designed to compete with premium brands, featuring sleek, minimalist designs and features like plaque removal for adults and children.^[2]^[5]^[6] Today, the brand also encompasses whitening products such as charcoal toothpaste and LED light kits, emphasizing cavity prevention, gingivitis control, and fresh breath.^[1]^[7]^[8]

History

Launch in 1952

Procter & Gamble introduced Gleem toothpaste in 1953 as a direct competitor to Colgate Dental Cream, the dominant product in the U.S. market at the time. The brand was developed to challenge Colgate's leadership in the growing oral care category, leveraging P&G's expertise in consumer goods to offer an innovative alternative focused on everyday dental hygiene.^[9]^[2] Gleem was positioned as a convenient solution "for people who can't brush after every meal," highlighting its ability to provide all-day protection against decay and odor through a unique formula featuring the secret polishing agent GL-70. This emphasis on practicality appealed to busy consumers seeking effective, long-lasting results without frequent brushing, setting Gleem apart in an era when toothpaste was primarily marketed for basic cleaning.^[10] The launch campaign was coordinated by Compton Advertising, Inc., P&G's longtime agency partner, which crafted a multimedia strategy including print advertisements and early television spots that showcased Gleem's role in daily routines. These ads portrayed relatable scenarios of modern life, such as office workers or homemakers, demonstrating the product's ease of use and protective benefits to build immediate consumer awareness.^[9] Early sales reflected rapid consumer adoption, with Gleem capturing approximately 20% of the U.S. toothpaste market shortly after introduction and establishing itself as the number-two brand behind Colgate by the mid-1950s. This growth underscored the effectiveness of its positioning and advertising in a competitive landscape valued at around $135 million annually.^[11]^[9]

Rise to prominence

Following its launch, Gleem quickly gained traction in the U.S. market through effective marketing emphasizing cosmetic benefits like brighter smiles via its GL-70 polishing agent. By the late 1950s, the brand had established itself as the second-leading toothpaste, behind Colgate but ahead of Procter & Gamble's own Crest, which had entered the market in 1955.^[12]^[13] In 1960, Gleem held a 20% share of the U.S. toothpaste market, surpassing Crest's 12% and trailing only Colgate's 35%, a position bolstered by aggressive advertising and broad distribution that made it a staple in households.^[13] This competitive edge stemmed from Gleem's focus on consumer appeal through features like its minty flavor and cleaning efficacy, allowing it to capture significant loyalty before therapeutic fluoride claims reshaped the category. By the mid-1960s, Gleem maintained strong sales momentum, becoming synonymous with everyday oral care and achieving widespread availability in supermarkets and drugstores nationwide.^[12] The late 1960s marked a pivotal innovation with the introduction of Gleem II in 1969, which incorporated fluoride into the formula while retaining the brand's signature identity and adding visual elements like "green sparkles" for enhanced appeal.^[14] By 1970, Gleem II ranked as the fourth-largest toothpaste brand in the U.S., reflecting sustained growth amid evolving industry standards toward cavity prevention.^[14] This period solidified Gleem's prominence as a key player, with sales driven by its adaptability and entrenched consumer base.

Decline and discontinuation

By the 1980s, Gleem faced mounting competitive pressures from fluoride-focused rivals, particularly Procter & Gamble's own Crest brand, which benefited from stannous fluoride formulations clinically proven to combat cavities and gingivitis, and Colgate, which aggressively expanded its antiplaque and antitartar lines.^[15]^[12] These innovations eroded Gleem's market share, as consumers increasingly prioritized products with verified anticavity benefits endorsed by the American Dental Association.^[12] Despite the 1969 introduction of Gleem II, a fluoride variant aimed at regaining ground, the brand struggled to differentiate itself amid the fluoride revolution led by Crest since the 1960s.^[14] Procter & Gamble's internal strategies further accelerated Gleem's downturn, with the company prioritizing Crest as its flagship oral care product by the 1990s, channeling the majority of marketing budgets and research investments into Crest's expansions in tartar control and sensitivity relief.^[12] This shift left Gleem as a secondary offering, resulting in diminished visibility and support. Market data from 1986 illustrates the extent of the erosion, with Gleem capturing just 1.5% of the U.S. toothpaste market compared to Crest's dominant 37.5%, relegating Gleem from its prior top-three position to a niche player.^[15] By the late 1990s, Gleem's sales had continued to slide, hampered by its limited advancements in high-demand segments like whitening and enamel sensitivity, where competitors like Crest and Colgate introduced specialized variants that captured growing consumer segments.^[12]^[16] In 2014, Procter & Gamble officially discontinued Gleem as part of a broader portfolio streamlining initiative to eliminate up to 100 underperforming brands and focus on core offerings like Crest.^[17] The decision cited the need to consolidate resources amid stagnant sales and intensifying competition, with loyal Gleem users encouraged to transition to equivalent P&G formulations under the Crest brand, such as Crest Fresh and White.^[2] This marked the end of Gleem's standalone presence after over six decades.^[12]

Revivals since 2014

Following the discontinuation of the original Gleem toothpaste line in 2014, Procter & Gamble (P&G) rebranded select flavors, such as Peppermint Gleem, as variants within the Crest Fresh and White toothpaste lineup since 2014.^[5]^[2] This integration allowed the Gleem name to persist in small type on packaging, maintaining the product's formulation while aligning it under the dominant Crest brand for broader distribution.^[2] In 2019, P&G launched a Gleem-branded battery-powered electric toothbrush, marking the brand's expansion beyond toothpaste into oral care devices.^[18]^[2] The toothbrush featured sonic vibrating bristles, a slim handle for easy storage, and a two-minute timer, designed as an affordable entry-level option priced under $10 to appeal to budget-conscious consumers seeking an alternative to pricier rechargeable models.^[5]^[2] Available in colors like black and white, it emphasized portability and simplicity without advanced features, positioning Gleem as a nostalgic yet modern choice in the competitive electric toothbrush market.^[18] Throughout the 2020s, Gleem toothpaste flavors have remained available only in limited quantities as sub-variants under Crest lines, such as the 2.4-ounce Peppermint Gleem Paste tubes sold at select retailers, with no evidence of a full independent brand revival by 2025.^[19]^[20] The Gleem electric toothbrush, however, continues to be offered through major outlets like Amazon and Walmart as of 2025, sustaining the brand's presence in a niche segment.^[21]^[22] P&G's approach to these revivals centered on leveraging the nostalgic appeal of the iconic Gleem name and its established brand equity to introduce low-cost products, avoiding significant new research and development investments by adapting existing technologies and formulations.^[18]^[2]^[5] This strategy enabled subtle reintroductions that capitalized on consumer familiarity without challenging the core Crest portfolio.^[23]

Product Formulations

Original ingredients and features

The original Gleem toothpaste, introduced by Procter & Gamble in 1952, centered on its proprietary GL-70 ingredient, promoted in advertisements as a unique, non-disclosed compound that provided enhanced cleaning by destroying odor-causing bacteria and fighting decay for fresher breath.^[24] The base formulation relied on standard components typical of mid-20th-century toothpastes, including abrasives for polishing, detergents for foaming and cleaning, and mint flavorings to promote regular use, while notably omitting fluoride to focus on mechanical action for achieving "sparkling teeth" through superior stain removal and shine.^[25]^[26] Packaging innovations distinguished the product with an easy-squeeze tube design for convenient dispensing and a distinctive green-striped appearance that visually evoked freshness and cleanliness.^[27] Early marketing highlighted claims of superior plaque removal efficacy over competitors, supported by internal Procter & Gamble laboratory tests demonstrating effective bacteria reduction and surface cleaning.^[28]

Evolving variants and innovations

In 1970, Procter & Gamble reformulated its Gleem toothpaste as Gleem II, incorporating sodium fluoride at a concentration of 0.243% as an anticavity agent and adding "green sparkles" to provide a visual indication of cleaning effectiveness during brushing.^[14] This update included brighteners to enhance tooth appearance, marking an early step toward whitening capabilities in the product line.^[14] During the 1970s and 1980s, Gleem expanded its offerings with variants focused on whitening through abrasive and brightening agents, alongside multi-flavor options such as peppermint to appeal to diverse consumer preferences.^[14] These formulations built on the core Gleem II base but emphasized cosmetic benefits like stain removal and breath freshening without introducing specialized therapeutic features. Following its discontinuation in 2014, Gleem was revived as a sub-variant under the Crest brand, with Peppermint Gleem providing a distinctive mint flavor in a standard fluoride anticavity paste for everyday cleaning and whitening.^[29] Additionally, the Gleem Protection line integrated stannous fluoride at 0.454% (delivering 0.14% w/v fluoride ion) in a mint-flavored formula, targeting gingivitis prevention by interfering with plaque bacteria and harmful effects associated with gum inflammation.^[30] In recent years, the lineup has included Gleem Whitening Charcoal Toothpaste, featuring activated charcoal powder for surface stain removal combined with sodium fluoride (0.243%, delivering 0.15% w/v fluoride ion) for anticavity protection.^[1] Unlike competitors such as Sensodyne, which pioneered sensitivity relief formulations in the 1960s, Gleem did not develop targeted innovations for dentin hypersensitivity.

Marketing and Advertising

Key slogans and positioning

Gleem's launch in 1952 was anchored by the primary slogan "The toothpaste for people who can't brush after every meal," which positioned the brand as a practical, long-lasting solution for maintaining oral hygiene amid busy lifestyles, leveraging its proprietary GL-70 ingredient to provide extended protection against decay and odor.^[10]^[24] This messaging differentiated Gleem from traditional toothpastes requiring frequent use, appealing to consumers seeking convenience without compromising cleanliness.^[31] During the 1950s and 1960s, Gleem's branding evolved to incorporate "Only Gleem," underscoring the exclusivity of its formula—particularly the GL-70 component—and establishing superiority over competitors like Colgate Dental Cream.^[32]^[31] This slogan reinforced Gleem's unique market edge, portraying it as the sole choice for all-day freshness and bacterial control in a single brushing.^[33] In the 1970s, following the introduction of Gleem II with added fluoride, positioning shifted to emphasize enhanced penetration and protection, with messaging focused on the product's ability to reach difficult areas for superior cavity prevention.^[34] Throughout its history, Gleem was marketed as an affordable, family-oriented alternative to premium oral care brands, promoting regular use among households through relatable scenarios of everyday protection.^[35] Advertising efforts were initially coordinated by Compton Advertising, Inc., which built the brand's competitive stance against Colgate, and later handled by D'Arcy Masius Benton & Bowles to sustain its mid-market appeal.^[36]^[24]

Notable campaigns and commercials

In the 1950s, Gleem's television advertising emphasized practical, everyday scenarios of meal-time brushing to promote its convenience for maintaining fresh breath without frequent cleanings. Commercials depicted ordinary people using the toothpaste before or after meals to ensure a "sweeter kiss" and cleaner teeth, positioning it as an ideal solution for busy lifestyles. These spots aired widely on major U.S. television networks during prime time slots.^[24] A notable but unrealized effort came in 1967 when Jim Henson produced a test commercial for Gleem featuring original Muppet characters Clyde, an enthusiastic salesman, and Horace, a skeptical consumer. The silent footage demonstrated the toothpaste's cleaning action through puppetry, with Clyde touting its benefits while Horace tested it skeptically. Although the commercial never aired nationally due to concerns over its tone, it marked an early experiment in Henson's work that influenced the development of Muppet-style advertising and puppetry in commercials.^[36] During the 1980s, Gleem shifted focus in print advertising to whitening capabilities, with campaigns appearing in popular magazines that highlighted visible results for brighter smiles. Ads often showcased the product's polishing agents through before-and-after imagery, appealing to consumers seeking enhanced aesthetics alongside cleaning. These efforts integrated slogans like "Teeth Aren't White Until They Gleem" to reinforce the brand's positioning.^[37]^[38] Procter & Gamble allocated significant budgets to Gleem's promotion, spending millions annually on advertising throughout the 1970s.^[9]

Revivals since 2014

In 2019, Procter & Gamble revived the Gleem brand for a line of affordable, battery-powered electric toothbrushes, positioning them as accessible alternatives to premium brands like Oral-B, with features such as a 2-minute timer and sleek designs in black or white. The marketing emphasized convenience, portability, and effective plaque removal for everyday users, targeting budget-conscious consumers seeking dentist-recommended oral care without high costs.^[2]^[5]

Legacy and Cultural Impact

Influence on oral care industry

Gleem's introduction of the proprietary ingredient GL-70 in 1952 marked a significant marketing innovation in the oral care industry, positioning it as a "secret" formula for combating tooth decay and odor-causing bacteria with a single brushing.^[24] This approach exemplified the era's trend toward gimmicky proprietary additives, which Gleem helped popularize alongside competitors' offerings like Colgate's chlorophyll-based variants for breath freshening and gum health.^[39]^[40] By emphasizing mysterious, scientifically sounding components, Gleem encouraged rival brands to adopt similar tactics, fostering a competitive landscape where unique formulations became central to product differentiation and consumer appeal.^[41] In the 1960s, Gleem contributed to the broader push for fluoride integration in toothpastes, though its own addition came later as part of a 1969 reformulation into Gleem II, which included fluoride alongside brighteners.^[14] As Procter & Gamble's established brand with a 17% market share by 1963, Gleem's presence amplified the competitive pressure from P&G's fluoride-equipped Crest, launched in 1956, compelling slower adopters like Colgate to incorporate anticavity agents by the late 1960s to regain ground.^[11] This rivalry accelerated industry-wide fluoride adoption, shifting formulations from mere cleaning agents to preventive health products and establishing fluoride as a standard by the decade's end.^[42] Gleem played a key role in consolidating Procter & Gamble's dominance in the oral care sector, achieving up to 20% market share in the 1950s and helping P&G secure nearly 38% of the U.S. toothpaste market by 1990 through its dual-brand strategy with Crest.^[11]^[16] The brand's success provided revenue streams that supported shared research and development efforts within P&G, indirectly bolstering Crest's evolution into a fluoride leader and enabling innovations like anticavity protections that strengthened the company's overall portfolio.^[43] Gleem's emphasis on convenience—marketed as the toothpaste "for people who can't brush after every meal," offering all-day odor control—laid groundwork for contemporary "all-day protection" claims seen in 2020s products from brands like Colgate Total and Sensodyne.^[10] This focus on extended efficacy with minimal routine influenced formulation trends prioritizing sustained antibacterial and fresh-breath benefits, a staple in modern oral care marketing that prioritizes lifestyle integration over frequent application.^[24]

References in popular culture

Gleem toothpaste gained early prominence in popular culture through a 1967 test commercial produced by Jim Henson for Procter & Gamble, featuring the Muppet characters Clyde and Horace as brand pitchmen.^[36] This collaboration represented an innovative use of branded puppetry, predating Henson's sponsorship integrations on Sesame Street, which debuted in 1969, and highlighted Gleem's fluoride-enhanced formula in a silent, experimental format that showcased the characters' banter about dental hygiene.^[44] The commercial, though not aired nationally, marked one of Henson's initial forays into product-specific puppet animation for television advertising.^[36] In the 2010s, Gleem evoked widespread consumer nostalgia, with vintage advertisements from the 1950s and 1960s resurfacing in online discussions and collections that celebrated mid-century American household products.^[45] These retro clips and print ads, often highlighting Gleem's "GL-70" cleaning agent, stirred memories of everyday oral care routines and positioned the brand as a symbol of post-war domestic simplicity.^[45] This nostalgic appeal extended to corporate actions in 2021, when Procter & Gamble filed a trademark application for Gleem mouthwash, reviving the name on select packaging like Crest Fresh and White Gleem toothpaste to tap into broader trends of 1950s consumerism revival.^[23] The filing, aimed at products in discount retailers, underscored Gleem's enduring cultural resonance as a retro icon in oral hygiene branding.^[23]

References

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GLEEM Whitening, Charcoal Toothpaste 4.1 oz - SmartLabel™
May 17, 2022 · Active Ingredient · InActive Ingredient. WaterWater; SorbitolSorbitol; Hydrated SilicaHydrated Silica; Disodium PyrophosphateDisodium ...
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