# Gleem > Mediated Wiki article. Canonical URL: https://mediated.wiki/source/Gleem > Markdown URL: https://mediated.wiki/source/Gleem.md > Source: https://en.wikipedia.org/wiki/Gleem > Source revision: 1216273532 > License: Creative Commons Attribution-ShareAlike 4.0 International (https://creativecommons.org/licenses/by-sa/4.0/) Brand of oral hygiene products Not to be confused with [Gleam](/source/Gleam_(disambiguation)). Gleem Product type Oral hygiene Owner Procter & Gamble Country United States Introduced 1952; 74 years ago (1952) Markets United States Website gleem.com **Gleem** is an American brand of [oral hygiene](/source/Oral_hygiene) products, including [toothpastes](/source/Toothpastes) and [electric toothbrushes](/source/Electric_toothbrush), owned by [Procter & Gamble](/source/Procter_%26_Gamble).[1] It was introduced as a toothpaste in the United States in 1952 and discontinued in 2014. Procter & Gamble later revived Gleem toothpaste as a flavor variant of [Crest toothpaste](/source/Crest_(toothpaste)) (Crest Fresh and White Fluoride, Peppermint Gleem toothpaste).[2] In 2019, Procter & Gamble expanded the brand to include a line of electric toothbrushes.[3] ## Marketing An advertisement for Gleem toothpaste, featuring GL-70, from *[Time](/source/Time_(magazine))* magazine's March 31, 1958, issue Gleem was positioned in 1952 as a competitor to top Colgate's then top Dental Cream, with advertising coordinated by Compton Advertising, Inc.[4] The League Against Obnoxious TV Commercials included a Gleem toothpaste commercial in its list of the *terrible 10* in May 1963.[5] In 1958 Gleem had become number two in top toothpastes, with Colgate still first in sales and Crest in third place. By 1969, Gleem was a declining brand name. In an effort to obtain additional sales, Procter & Gamble assigned the account to the firm of [Mary Wells Lawrence](/source/Mary_Wells_Lawrence), Wells, Rich, Greene.[6] Advertisements in the 1950s stated that it contained GL-70, an "odor- and bacteria-fighting compound". When Gleem II with fluoride and "green sparkles" was introduced within several years, the brand achieved a 9% share of the toothpaste market. However, this portion declined to around 6% with the introduction of new competing brands. Gleem's main decline was promotion geared toward its take-over competitor, Crest. The difference between Gleem and Crest is Gleem was strictly a "toothpaste" and originally contained no fluoride. Fluoride was later introduced into Gleem after Crest was first sold in 1955, as a form of consumer competition. While Gleem remained a toothpaste, Crest advanced into flavored "pastes", "gels", and so on. Until its discontinuance, the Gleem toothpaste package stated "Contains No Sugar" in bold print. Crest has been known to carry increments of sugar as well as artificial flavoring and coloring, aimed at coaxing young children and preteen enticement to prompt oral hygiene.[*[citation needed](https://en.wikipedia.org/wiki/Wikipedia:Citation_needed)*] In 1963, Gleem carried a 17-percent share of the toothpaste market in third place, with an advertising budget at $7.1 million. Gleem continued to become less prevalent when the [American Dental Association](/source/American_Dental_Association) granted Crest approval for the ADA logo. In addition, Crest contains [stannous fluoride](/source/Stannous_fluoride) which has been said to strengthen and protect tooth enamel, calcium and fight gingivitis and bacterial infection, but is often irritant, abrasive and stains, while [sodium fluoride](/source/Sodium_fluoride) (contained in Gleem) is more gentle, does not stain, but requires more application (longer or more brushings) to further prevent bacterial infections and can have little effect with calcium. In 1975, Gleem was supported by $6 million in television advertising alone. In August 1976, Procter & Gamble transferred Gleem from Wells, Rich, Greene to the [Leo Burnett Company](/source/Leo_Burnett_Company) of [Chicago, Illinois](/source/Chicago%2C_Illinois).[7] ## See also - [Companies portal](https://en.wikipedia.org/wiki/Portal:Companies) - [List of toothpaste brands](/source/List_of_toothpaste_brands) - [Index of oral health and dental articles](/source/Index_of_oral_health_and_dental_articles) - [List of defunct consumer brands](/source/List_of_defunct_consumer_brands) ## References 1. **[^](#cite_ref-1)** ["Gleem"](https://gleem.com/). *gleem.com*. Retrieved September 28, 2019. 1. **[^](#cite_ref-2)** Pollard, Garland (February 22, 2021). ["Gleem spotted on the Crest"](https://www.brandlandusa.com/2021/02/22/gleem-spotted-on-the-crest/). *Brandland USA*. Retrieved January 29, 2022. 1. **[^](#cite_ref-3)** Brunsman, Barrett (October 9, 2019). ["P&G revived iconic brand name for new product"](https://www.bizjournals.com/cincinnati/news/2019/10/09/p-g-revives-iconic-brand-name-for-new-product.html). *Cincinnati Business Courier*. Retrieved January 29, 2022. 1. **[^](#cite_ref-4)** "Advertising & Marketing", *[The New York Times](/source/The_New_York_Times)*, November 21, 1952, Page 36. 1. **[^](#cite_ref-5)** "Offensive Plugs", *The New York Times*, May 19, 1963, Page X17. 1. **[^](#cite_ref-6)** "Procter & Gamble Shifts Billings", *The New York Times*, February 3, 1969, Page 51. 1. **[^](#cite_ref-7)** "P & G Moves Gleem To Burnett", *The New York Times*, April 14, 1976, Page 50. ## External links - [Official website](https://gleem.com/) v t e Procter & Gamble People William Procter (co-founder) James Gamble (co-founder) Norman R. Augustine Clarence Gamble A.G. Lafley Lynn Morley Martin James McNerney William Cooper Procter John F. Smith Jr. Ralph Snyderman Meg Whitman Ernesto Zedillo Current brands Always Ambi Pur Ariel Aussie Bold Bounty Braun Cascade Charmin Cheer Crest/Blend-A-Med Dawn Daz Downy Dreft Fairy Febreze Gain Gillette Gillette Mach3 Gleem Head & Shoulders Ivory Joy Luvs Mr. Clean New Chapter Nice 'n Easy Olay Old Spice Oral-B Pampers Pantene Puffs Secret Seven Seas SK-II Scope Swiffer Tampax Tide Vicks more... Related Arbora & Ausonia Joint Venture The Art of Shaving Baltimore Plant BeingGirl Chemicals Decision Earth MDVIP PG Tips Port Ivory Pringles Procter & Gamble Co. v. OHIM Procter & Gamble Korea Procter & Gamble Pakistan Procter & Gamble Philippines Consumption of Tide Pods Villarriba and Villabajo --- Adapted from the Wikipedia article [Gleem](https://en.wikipedia.org/wiki/Gleem) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Gleem?action=history)). 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