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Colgate Oral Pharmaceuticals

This article was originally published in The Rose Sheet

Executive Summary

Colgate-Palmolive's professional oral care product subsidiary will promote Platinum Whitening Toothpaste, available in mass market outlets in September, with national print ads breaking this fall in magazines including Rolling Stone, People and Cosmopolitan. The ad shows five couples in various embraces and is tagged, "A tube of Platinum Whitening Toothpaste may cost more, but you get a lot more squeezes out of it." An FSI with coupons for 55 cents and $1.00 off Platinum also will be distributed this fall. Colgate is considering doing a direct mail campaign as well. Platinum Whitening Toothpaste began testing in New England in March ("The Rose Sheet" Jan. 17, p. 14)
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