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GSK Uses Shock Ads To Promote Corsodyl Mouthwash

May 9, 2016: 12:00 AM EST
GlaxoSmithKline launched a marketing campaign for its Corsodyl mouthwash brand featuring a woman who loses her teeth. Many social media users have posted complaints against the TV advertisement, which is part of GSK’s campaign that aims to shock. Previous campaigns for Corsodyl, which contains the antibacterial agent chlorhexidine digluconate, also used shock tactics. So far, there are already 20 complaints against the campaign being reviewed by the Advertising Standards Authority.
Claire Bates , "Corsodyl: How an unnerving ad campaign works", BBC, May 09, 2016, © BBC
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