Gleem was a brand of toothpaste made by the Procter & Gamble company. It was discontinued in 2014. Procter & Gamble now markets the Gleem formulation under the brand name Crest Fresh and White. Advertisements in the 1950s stated that it has GL-70, a supposed odor- and bacteria-fighting compound. Gleemwas introduced in 1952 as a competitor to top Colgate's then top Dental Cream, 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. In 1958 Gleem had become number two in top toothpastes, with Colgate still first in sales and Crest in third place. By 1969Gleem was a declining brand name. In an effort to obtain additional sales, Procter & Gamble assigned the accoun