P&G revives iconic brand name for new product

Procter & Gamble Co. is breathing new life into the iconic Gleem brand name through a new battery-powered toothbrush, which P&G is touting as an affordable alternative to rechargeable electric toothbrushes. Launched in 1952, Gleem was among the best-selling toothpastes in the United States, reportedly more popular than P&G’s Crest. However, P&G now markets the formulation as Crest Fresh and White Gleem paste with the Gleem name in small type on packaging.

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