GlaxoSmithKline has lined up some of the most recognisable celebrity mouths in the business in a £3.65m ad campaign to encourage consumers to adopt more rigorous oral care regimes.

Love Your Mouth, which kicks off next month, will show consumers how to make the most of a combination of brands such as Aquafresh, Sensodyne and Corsodyl mouthwash.

The TV ads, which will run with radio ads throughout July and August, will feature toothpaste portraits of celebrities with famously recognisable mouths. An interactive website will offer a Mouth Match test to personalise and recommend a specially tailored GSK range of products to the consumer.

GSK is also tapping into what it said was demand for functional rather than whitening toothpaste with the launch of the Aquafresh Extreme Clean Pure Breath.

The new product, which has an rsp of £2.49, contains zinc and is claimed to reduce bad breath by 85%.