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Total Advanced Fresh Launch, Record Q1 Have Colgate Breathing Easy

This article was originally published in The Rose Sheet

Executive Summary

Colgate Total Advanced Fresh toothpaste, the latest extension to the Total franchise, will be marketed as providing 12-hour protection from bad breath, Colgate-Palmolive announced during its first quarter analysts call April 17

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Marketing In Brief

Colgate-Palmolive: Toothpaste marketer will launch Colgate Total Advanced Fresh 2in1 toothpaste in February as the first product under the brand to offer dental protection plus breath freshening benefits in a liquid gel form, company announces. The formula, which fights cavities, gingivitis, plaque and tartar, also capitalizes on the 12-hour fresh breath protection offered by the Colgate Total Advanced Fresh toothpaste, which bowed in the spring (1"The Rose Sheet" April 21, 2003, p. 5). Advanced Fresh 2in1 will be available in family (4.6 oz.) and super (5.8 oz.) sizes and will cost $2.99 and $3.49, respectively. Launch will be supported with ads, FSIs, sampling and Internet and in-store promotions. FDA approved a supplemental NDA for the product Oct. 9...

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