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Marketing in Brief: Colgate Tartar Control Plus Whitening

This article was originally published in The Rose Sheet

Executive Summary

Colgate Tartar Control Plus Whitening: Combines the benefits of tartar control with whitening qualities, Colgate-Palmolive said, adding that the formula is "gentle on teeth and safe for every day use." Touted by the company as "the first major innovation in the tartar control segment since its inception in the mid-eighties," Colgate Tartar Control Plus Whitening will debut in September. Young & Rubicam (New York) is developing the ad campaign set to break in October to support the launch. The company will also promote the product with coupons and "try me free" refund floor stands. Packaged in gold foil, in line with Colgate's other tartar control offerings, the toothpaste contains a blue and white "whitening swirl," the company said. The 4.6 oz., 6.4 oz. and 8.2 oz. mint toothpaste will be priced in line with the other Colgate offerings...
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