From the reference box #18

This is a Gleem Toothpaste sample pack from the 50's. I didn't know much about Gleem when I bought it, I just like the print and the overlapping to get the brown/dark red colour - very simple, but effective.

I have since found out (through the fountain of knowledge that is Wikipedia) that Gleem was made by Procter & Gamble and was first introduced in 1952 (in the packaging above). 'Compton Advertising Inc.' (now part of Saatchi & Saatchi NY) co-ordinated the advertising for the first Gleem campaign (Ads 1 + 2 below) which was included in the 'League Against Obnoxious TV Commercials' list of 'terrible 10' in May 1963. Needless to say by 1969 the brand was flagging, so the advertising account was moved to 'Wells, Rich, Greene' (Ad 3 below) where it remained until 1976 when it was transferred to 'Leo Burnett', Chicago (Ad 4 below).

As far as I am aware Gleem is still available from some stores in the US, but it never seemed to really hold a big share of the toothpaste market, which is a shame because it packaging at least was great. Below is another sample pack found on Flickr (I think from the 60's) along with the packaging as it stands today.

#18 - 1950's Gleem toothpaste sample pack

Wed 06 Aug 2008

Posted under: Advertising , Design , Reference box



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