Rembrandt Revamps Website

Rembrandt has revamped its website and is rolling out social media properties and a comprehensive digital advertising campaign this month. The updated brand position encourages consumers to love and care for their uniquely beautiful smiles, according to Ranir, which acquired the whitening toothpaste brand last year.


Originally introduced in 1989, Rembrandt was the first teeth-whitening toothpaste on the market.


“We live in a world where consumers are led to believe that having a Hollywood or red-carpet smile is the only acceptable option,” said Don Cumming, global business director for Rembrandt. “But Rembrandt believes that everyone has a unique smile that makes them who they are—and that’s beautiful. Using Rembrandt is about celebrating and caring for your one-of-a-kind smile.”


During the course of the coming year, Ranir plans to launch a suite of new Rembrandt whitening products and announce new distribution deals.