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In Brief: Colgate Total

This article was originally published in The Tan Sheet

Executive Summary

Colgate Total: Recently-approved NDAed dentifrice promoted as "The most advanced toothpaste of our time" and "The greatest advance in toothpaste since fluoride" in literature targeted at professionals. The ads highlight that Total is "The first and only toothpaste in the U.S. proven to help protect against caries, gingivitis and calculus." In the materials, Colgate-Palmolive supports the individual indications with charts based on clinical data. The trade material also emphasizes, "Protection that lasts from brushing to brushing." The promos dramatize the product's claims by placing the tube on a clock face. The material also advertises that Total is the only toothpaste in the U.S. with triclosan. Colgate distributed the materials Oct. 18 during the American Dental Association's annual session in Washington, D.C. Colgate has indicated the product will be supported with an "extremely heavy" ad/promo budget, and sampling to dentists' offices will be a "key" factor in the promo plans. The product's NDA was approved by FDA July 14; Colgate plans to have Total in stores by January ("The Tan Sheet" July 21, p. 1)...

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