Gleem is a brand of toothpaste made by the Procter & Gamble

Procter & Gamble

Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....

 company. Advertisements in the 1950s stated that it has GL-70

GL-70

GL-70 was an additive in Gleem toothpaste in the 1950s, and was advertised as its unique decay and mouth-odor fighting ingredient. Whether or not GL-70 was a genuine ingredient is unknown....

, a supposed odor- and bacteria-fighting compound. Gleem
was introduced in 1952 with advertising coordinated by Compton Advertising, Inc. The League Against Obnoxious TV Commercials included a Gleem toothpaste commercial in its list of the terrible 10 in May 1963. 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

Mary Wells Lawrence

Mary Wells Lawrence is a retired American advertising executive. She was the founding president of Wells Rich Greene, an advertising agency known for its creativity and innovative work, and the first woman CEO of a company listed on the New York Stock Exchange.In the late 1940s, Mary Wells...

, Wells, Rich, Greene. 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.
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 of Chicago, Illinois.