New Colgate entry appeals to sensitive type

Cardona, Mercedes M.
November 1999
Advertising Age;11/29/1999, Vol. 70 Issue 49, p3
Trade Publication
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.


Related Articles

  • TRADE NEWS.  // British Dental Journal;5/25/2002, Vol. 192 Issue 10, p595 

    Presents news related to oral hygiene products as of May 2002. Colgate-Palmolive Co.'s launch of the Colgate Motion toothbrush; GlaxoSmithKline PLC's introduction of Macleans 40+ toothpaste.

  • Tootbrush abrasion caused by different dentifrices. Lentz, David L.; McDaniel, M. David; Tolbert, William E.; Dean, Duane H. // Quintessence International;Dec1991, Vol. 22 Issue 12, p985 

    The purpose of this study was to evaluate the abrasive effect on toothbrush bristles caused by three brands of commercially distributed dentifrices: Colgate regular favor, Crest tartar-control formula, and Caffree gel. New brushes and brushes tested in distilled water served as controls....

  • New Makeup-Bag Essential.  // Lucky;Apr2009, Vol. 9 Issue 4, p127 

    The article features the Colgate Wisp Single-Use Mini Toothbrush.

  • Health & Beauty Care.  // Drug Topics;2/21/2000, Vol. 144 Issue 4, p92 

    Presents information on advanced toothpaste and toothbrush launched by Colgate-Palmolive in February 2000. Features of the products.

  • Colgate expands roster with two new products. Cardona, Mercedes M. // Advertising Age;7/3/2000, Vol. 71 Issue 28, p8 

    The article reports that Colgate-Palmolive Co. has launched in the United States in 2000 a new product that combines a toothpaste and a mouthwash in a single product. Key issues discussed include a description of the new product and details of an advertising campaign created by Y and R...

  • High fluoride formulation.  // British Dental Journal;7/24/2004, Vol. 197 Issue 2, p105 

    Features Colgate Duruphat 2800 Fluoride Toothpaste made available by Colgate-Palmolive Co. Amount of fluoride contained in the toothpaste; Selective individuals suitable to use the said product; Availability of Colgate Duruphat 2800.

  • Insight: Design Focus - Colgate puts the fun into brushing. Chan, Jenny // Campaign Asia-Pacific;May2014, p48 

    All it takes to get kids keen on brushing their teeth is toothpaste shaped like a star, a seashell, a propeller or a caterpillar.

  • Colgate to overtake Crest after 30 years. Brown, Robert // Chemical Market Reporter;04/13/98, Vol. 253 Issue 15, p8 

    Reports on the results of a study conducted by Datamonitor on the projected dominance of Colgate-Palmolive Co.'s Colgate brand of toothpaste over Procter & Gamble Co.'s Crest brand in the United States. Impact of Colgate Total toothpaste in the market; Formulation of the product; Segments of...

  • …on mouthcare.  // Good Health & Medicine;Mar2007, p176 

    The article features several dental products including Macleans Extreme Clean Zest Impact toothpaste with Micro-Active Foaming Bubbles, CareDent Buddies Fresh Breath Strips, and Colgate Plax Overnight Antibacterial Protection.


Read the Article

Courtesy of

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics