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This article was originally published in The Rose Sheet

Executive Summary

Colgate toothpaste marketer is allocating 12 percent to 15 percent of its media spending toward digital media in certain developed regions, CEO Ian Cook states during a session of the May 28 Sanford C. Bernstein Strategic Decisions Conference. The firm says it is using a variety of social networking activities to promote brands such as Colgate Wisp disposable toothbrush in order to connect with consumers. Company also is launching educational sites, such as ColgateOralCare.com, which links consumers to 500 articles related to oral care. The efforts have significantly boosted visits to its branded sites, Cook notes. Colgate has said it would use ads to create an emotional connection with consumers (1"The Rose Sheet" Feb. 2, 2009, p. 5)

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