In oral care, Colgate has the leading share in many countries around the world, but in the United States, the brand has been a perennial second-place finisher behind P&G's Crest for some time--although the gap has been closing in the last couple of years.

This year. Colgate has made a concerted effort to change its "fast-follower" image through innovative product introductions.

At the end of 1996, Colgate successfully introduced Colgate Whitening with Baking Soda and Peroxide, and, in July, the company launched Colgate Tartar Control Plus Whitening.

"They have been real strong for us," said John Cunningham, a buyer for May's.

In December, Colgate starts shipping Colgate Total, the only toothpaste cleared by the Food and Drug Administration to fight gingivitis, and Colgate's biggest oral care launch ever.

"We're very excited about it. It will add a lot of spark to the category," said John Gambino, a buyer for Walgreens. "We should have it in our stores before Christmas."

"The reaction to Colgate Total from major accounts has been outstanding," said Jack Haber, Colgate vice president and general manager of oral care. "Because of the movement we expect, we're recommending double facings in drug stores so there is enough shelf stock and the product is more visible. For a launch of any product as significant as Colgate Total, double facings on the three sizes makes a lot of sense." The three-SKU Colgate Total will be available in 4.2-ounce, 6.0-ounce and 7.8-ounce sizes, with suggested retail prices of $2.49, $2.99 and $3.49, respectively.

"We expect that the major drug stores will position the product at a prime shelf position, at eye level. We've been working with each account on the ideal position," Haber said. He said the holographic pattern on the package works horizontally and is designed to attract shoppers as they walk past.

Colgate will be shipping display units with tear pads to drug stores. Consumers who buy a tube of Colgate Total can mail the proof-of-purchase with the coupon and get a refund of up to $2.49. "We want to get trial," Haber explained.

"We're excited about getting it here, all the sizes and the floor display, too. It should be one of the biggest things to hit the dental department in a while," Cunningham said.

After going through a rigorous review process in this country, Colgate Total was cleared by the FDA in July. The toothpaste carries the American Dental Association Seal of Acceptance for gingivitis, plaque and cavities and is proven to significantly reduce tartar.

Colgate Total combines fluoride to fight cavities with a highly effective antibacterial agent, Triclosan, and a copolymer, Gantrez. The combination is patented by Colgate.

"The brushing that works between brushing" is the product's tagline. Colgate-Palmolive is spending $100 million to convey that message. In the first year, the print and television campaign is worth $50 million.

The campaign hits two weeks after first ship date. Spots will air during TV shows such as "Friends," "Seinfeld" and "ER," with ads appearing in magazines such as Redbook, Time, Men's Journal and People. Colgate is targeting Hispanic and African-American consumers with specific advertising.

"It should be a real success for everyone. It looks like they have a good plan for it," Cunningham said.

Colgate is also spending $22 million to reach dentists through its detailing force and via direct mailings, placement in dental journals and samples. "We want to be the No. 1 recommended toothpaste by dentists," Haber said.

Colgate Total has already received that distinction in the United Kingdom, where the toothpaste has a 13.1 dollar share. Colgate Total is sold in more than 100 countries around the world, including Canada and Australia.

COPYRIGHT 1997 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
COPYRIGHT 2004 Gale Group