Colgate Total Ad Revamp Aims To Underscore Disease Prevention Claims
This article was originally published in The Rose Sheet
Executive Summary
Colgate will launch new advertisements for Colgate Total toothpaste this year, according to Colgate-Palmolive President and Chief Operating Officer Ian Cook. The company plans to reposition the brand with advertising underscoring the toothpaste's effectiveness against gum and tooth diseases through testimonials from dental professionals, he explained during a May 10 analyst call
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Marketing In Brief
Colgate signs Shields: Actress Brooke Shields is featured in a TV ad for Colgate Total breaking now, Colgate-Palmolive announces Oct. 12. The "Healthy Mouth" spot reveals Shields "and her famous healthy smile" as she candidly shares why she relies on the toothpaste to keep her mouth healthy and protected all day. The actress was featured in a print ad for Colgate in the 1970s. Colgate-Palmolive President and Chief Operating Officer Ian Cook announced in May the company would launch new ads in for Colgate Total this year in response to the introduction of Procter & Gamble's Crest Pro-Health toothpaste (1"The Rose Sheet" May 15, 2006, p. 4)...