Triumph Pharmaceuticals names ad agency

REDFORD, Mich. Triumph Pharmaceuticals, the makers of SmartMouth mouthwash, has selected Detroit-based agency Western Creative as its agency of record.

Western Creative will be developing multiple 30-second commercials to educate consumers on SmartMouth mouthwash. These commercials will be used to drive consumers to SmartMouth’s range of national and regional retailers including Walmart, Target and Walgreens. Western Creative will also be developing a new Web site for the campaign and Internet-based initiatives to support retail sales.

SmartMouth's unique claim is their brand statement: Clinically proven to provide fresh breath for 12 hours. SmartMouth uses patented zinc ion technology and a dual delivery system to provide users with lasting fresh breath. The dual delivery system means that the SmartMouth ingredients are not activated until use of the product, the company stated.