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COLGATE BACKING REFORMULATED TARTAR CONTROL TOOTHPASTE WITH $30 MIL.

This article was originally published in The Rose Sheet

Executive Summary

COLGATE BACKING REFORMULATED TARTAR CONTROL TOOTHPASTE WITH $30 MIL. in advertising and promotional spending in 1994. Developed by Young and Rubicam, New York, the campaign for the reformulated product, which began selling in April under the new name Colgate Tartar Control-Cleansing Formula toothpaste, will include TV, radio and print ads. Colgate also will support the reintroduction with several FSIs with coupons, "heavy in-home sampling" and distribution of over 15 mil. samples to dentists.
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