February 14th, 2011

Triumph Pharmaceuticals to Launch New SmartMouth Formula, New Packaging Designed by Ad Agency Jekyll and Hyde

FOR IMMEDIATE RELEASE

Triumph Pharmaceuticals to Launch New SmartMouth Formula, New Packaging Designed by Ad Agency Jekyll and Hyde

Contact: Patrick Love
26135 Plymouth Rd.
Redford, MI 48239
313-937-1000
313-937-1908 fax
plove@jekyllhydelabs.com

February 14, 2011

REDFORD, MI – As their Agency of Record, Detroit-based agency Jekyll and Hyde (formerly Western Creative) helped propel national oral care company, Triumph Pharmaceuticals, into a leading sales spot in its specialty category with SmartMouth™ Activated Mouthwash. To build on this success, Triumph Pharmaceuticals has requested that Jekyll and Hyde further develop the SmartMouth brand by increasing shelf appeal with new packaging designs for both varieties of SmartMouth Activated Mouthwash

Jekyll and Hyde will also be producing the campaign to launch Triumph Pharmaceuticals’ new product, SmartMouth Advanced Clinical Formula, in early 2011. This includes the development of :30 and :15 second commercials to introduce the new formula and educate consumers on the superiority of the family of SmartMouth products. These commercials will be used to drive consumers to SmartMouth’s range of national and regional retailers, including WalMart, Target and Walgreens.

SmartMouth’s unique claim to fame is their brand statement: clinically proven to provide fresh breath for 12 HOURS. SmartMouth uses their patented and revolutionary SmartZinc™ technology and a dual delivery system to provide users with real lasting fresh breath. The dual delivery system means that the unique SmartMouth ingredients are not activated until the product is used– providing consumers with the most powerful mouthwash available. The new Advanced Clinical Formula adds germ-killing ingredients to their original Activated Mouthwash, combining superior protection against bad breath with anti-plaque and anti-gingivitis benefits.

For additional information on Triumph Pharmaceuticals and SmartMouth, visit their website at www.SmartMouth.com.

Jekyll and Hyde is an awarding-winning, full-service advertising agency based in Redford, MI, founded by Mark Young in 1996. Jekyll and Hyde specializes in consumer packaged goods and serves clients nationwide.