Marketing in Brief: Colgate Platinum
This article was originally published in The Rose Sheet
Colgate Platinum: Whitening toothpaste brand extended with Baking Soda formula in May, Colgate Oral Pharmaceuticals said. The Colgate-Palmolive subsidiary decided to add another flavor to its Platinum brand because, according to company, "the whitening category grew 40%" in 1995. Colgate Platinum bowed in September 1994 in Crystal Mint and Mild Mint versions. A 3 oz. tube costs $5.99 and a 5 oz. tube retails for $8.99. The Platinum brand is being featured in a $1.5 mil. print campaign staggered throughout 1996 in women's publications including Glamour, Cosmopolitan, Vogue and Mademoiselle...
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