Colgate Oral Pharmaceuticals
This article was originally published in The Tan Sheet
Executive Summary
Colgate-Palmolive's professional oral care product subsidiary will promote Platinum Whitening Toothpaste, available in mass market outlets in September, with national print ads breaking this fall in magazines including Rolling Stone, People and Cosmopolitan. The ad shows five couples in various embraces and is tagged, "A tube of Platinum Whitening Toothpaste may cost more, but you get a lot mere squeezes out of it." An FSI with coupons for 55 cents and $1-off Platinum will be distributed this fall. Colgate is considering doing a direct mail campaign as well