GlaxoSmithKline Consumer Healthcare is expanding its Sensodyne Repair & Protect range with new Extra Fresh (rrp: £3.99) and Whitening (rrp: 4.29) variants, and launching three new toothbrushes (rrp:£2.99). The toothpastes are targeted at 25-44 year olds and will be supported by a £7m through the line campaign, including TV, outdoor, press and online activity. Meanwhile, the toothbrushes will be on TV screens as part of a £1.7m marketing campaign. Having launched last year, the Repair & Protect brand is currently worth £10m.
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