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Colgate Total Fresh Stripe

This article was originally published in The Tan Sheet

Executive Summary

"A short statement on endurance," quips a print ad for the line extension. "It's sparkling. It's striped. It's a gel. And it gives you all-day protection against plaque tartar and cavities, even gingivitis and bad breath...with clean minty flavor that refreshes your whole mouth...In a word, it's cool." The ad appears as part of a four-page spread in the May 10 issue of People magazine. Others proclaim: "Give it an inch, it will last all day"; "Twelve hours of protection, end to end"; and "So little toothpaste, so much refreshment." The agency for the brand is Young & Rubicam; the ad budget for the newly launched product is expected to reach $100 mil. ("The Tan Sheet" April 26, p. 7)
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