TITLE

New Colgate entry appeals to sensitive type

AUTHOR(S)
Cardona, Mercedes M.
PUB. DATE
November 1999
SOURCE
Advertising Age;11/29/1999, Vol. 70 Issue 49, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the launch of a sensitive-teeth line of Colgate toothbrushes and toothpaste by Colgate-Palmolive Co. in 2000, in an effort to strengthen the company's position as the top U.S. dental care brand. Colgate Sensitive reaches stores in February 2000, backed by $30 million in marketing support, including advertising, couponing, direct mail, in-store displays and sampling. Colgate plans to distribute 250,000 samples through dental professionals and will offer a $1 and $1.50-off coupons via free standing inserts and direct mail. Y&R Advertising, Colgate's global agency, will handle the introduction, beginning March 3, 2000.
ACCESSION #
2585000

 

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