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Colgate on Rembrandt

This article was originally published in The Tan Sheet

Executive Summary

Gillette's recent acquisition of Rembrandt toothpaste "doesn't have a meaningful impact on a worldwide basis or even on a U.S. basis, on P&G or on us," Colgate-Palmolive CEO Reuben Mark said during the company's 2003 year-end earnings call March 31. "I don't mean to brush it off, but obviously a lot of people have looked at [the brand]," Mark added. "We looked at it a number of times years ago and certainly not this time." The exec predicted potential growth in the tooth whitening segment following Gillette's expanded promotional efforts for Rembrandt products. Gillette announced its plans to buy the brand in March (1"The Tan Sheet" March 29, 2004, p. 9)...

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