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Colgate Max Fresh

This article was originally published in The Tan Sheet

Executive Summary

New whitening toothpaste scheduled to begin shipping Aug. 2 is infused with mini breath strips which "release an extra rush of breath freshening power," Colgate-Palmolive says. Colgate Max Fresh toothpaste is formulated in cool mint (peppermint) and clean mint (spearmint) flavors, both of which are available in a 6 oz tube and 4.6 oz liquid gel. The tube will be parity priced with Colgate Total, while the liquid gel will be priced in line with Colgate 2in1, the company says. A trial supporting the launch features two .75 oz tubes of each flavor in one pack, available in sidekick and power chute displays, Colgate says, noting it also will provide "heavy support" with TV and Internet ads, multiple FSIs, in-store displays, sampling and special packs...
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