Gleem

Gleem Toothpaste

Advertisement for Gleem toothpaste featuring GL-70

Gleem is a brand of toothpaste that was introduced by Procter & Gamble in the 1950s. It was marketed as a toothpaste that provided superior cleaning and protection against dental caries due to its unique ingredient, GL-70.

History

Gleem was launched in 1952 by Procter & Gamble, a major American consumer goods company. At the time, the toothpaste market was dominated by brands such as Colgate and Crest, and Gleem sought to differentiate itself with its innovative formula.

Formula and Ingredients

The key ingredient in Gleem toothpaste was GL-70, a compound that was claimed to enhance the cleaning power of the toothpaste and provide better protection against cavities. The exact composition of GL-70 was proprietary, but it was marketed as a breakthrough in dental care technology.

Marketing and Advertising

Gleem was heavily advertised in the 1950s and 1960s, with campaigns focusing on its unique cleaning power and cavity protection. The brand used various media outlets, including print advertisements in magazines such as TIME magazine, to reach a wide audience.

Discontinuation and Legacy

Over the years, Gleem faced stiff competition from other toothpaste brands, particularly those that introduced fluoride as a key ingredient. Eventually, Gleem was discontinued as a standalone brand, but its legacy continues as part of Procter & Gamble's oral care history.

Related Pages

• Toothpaste
• Procter & Gamble
• Dental caries
• Colgate
• Crest