Colgate Total to ship Dec. 15 with $100 mil. ad/promo budget and three years exclusivity.
This article was originally published in The Tan Sheet
Executive Summary
COLGATE TOTAL GAINS THREE YEARS OF MARKETING EXCLUSIVITY expiring July 11, 2000, granted by FDA under the Waxman/Hatch Act. FDA approved the NDA (20-231) for Colgate-Palmolive's Colgate Total dentifrice on July 14 ("The Tan Sheet" July 21, p. 1). The toothpaste is the first approved in the U.S. to contain the antibacterial agent triclosan, which is labeled in Colgate Total for "gingivitis protection." The toothpaste also is the first to carry antiplaque, antigingivitis and anticaries claims together. As a result of the exclusivity nod, Colgate will not be threatened by private label competition for nearly two and a half years.