GGC&Y Wins BriteSmile Chain

BriteSmile, a retail chain offering tooth-whitening services, has awarded its estimated $8-10 million advertising account to Gardner, Geary, Coll & Young here, according to sources.
BriteSmile, previously known as Ion Laser Technology, is the only U.S. retail chain devoted to tooth-whitening services. It has distributed its namesake brand products to dentists for years, but only for in-office use.
GGC&Y won the business in a review that included Ogilvy & Mather, Los Angeles, and Saatchi & Saatchi, San Francisco, said sources.
Sources said Matt Hofherr, the shop’s director of new business, vigorously pursued the business. GGC&Y executives declined to comment on the win. BriteSmile executives could not be reached.
GGC&Y will create a branding campaign and promote the BriteSmile Whitening Centers retail concept, sources said. The work will include print, TV and radio ads.
The Walnut Creek, Calif., company announced plans in August to roll out 100 of the dentist-operated centers by the year 2000. It will start its expansion by opening 20 stores in Texas and throughout the West Coast during the first quarter of 1999. The $65 million agency will also handle ads for the client in Canada.