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Colgate Total toothpaste backed by $100 mil. ad/promo budget in first year.

This article was originally published in The Rose Sheet

Executive Summary

COLGATE TOTAL SUPPORTED WITH $100 MIL. AD/PROMO BUDGET in the toothpaste's first year on the market. Colgate-Palmolive is planning to advertise the toothpaste, the first in the U.S. to carry antiplaque, antigingivitis and anticavity claims together, with a national television and print campaign. The ad agency for the triclosan toothpaste is Young & Rubicam (New York City). Colgate will begin shipping the dentifrice on Dec. 15 to food, drug and mass merchandisers. The company noted the initial sell-in for Colgate Total is drawing an "extraordinary response" ("The Rose Sheet" Oct. 20, p. 9).
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