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In Brief: Colgate-Palmolive

This article was originally published in The Rose Sheet

Executive Summary

Colgate-Palmolive: Sorriso toothpaste, debuting in Brazil with a $20 mil. ad spend for the remainder of 1997, replaces Colgate's recently acquired Kolynos toothpaste brand, the company said. The launch follows a ruling by the Brazilian anti-trust agency Cade that Colgate cannot sell Kolynos under that brand name for a four-year period ("The Rose Sheet" March 24, In Brief). The company has no plans to distribute Sorriso ("smile" in Portuguese) in other Latin American or European countries where Kolynos is marketed. Kolynos dental flosses and toothbrushes will continue to be available in the country...
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