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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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