Colgate-Palmolive is to challenge GlaxoSmithKline’s dominance of the sensitive teeth market with the launch of a new Colgate range.
Colgate Sensitive will launch in May and will compete against GSK’s Sensodyne brand, which dominates the market. The launch will be supported by a £5m TV, print and outdoor advertising campaign in August.
Industry sources believe the launch will face difficulties, given Sensodyne’s hold on the market, with at least one large retailer saying that it has no plans to stock Colgate Sensitive as there is not enough room for more than one range for sensitive teeth on its shelves.
But Colgate claims that Colgate Sensitive will take a substantial share of the market from Sensodyne. A Colgate spokeswoman says: “Sensodyne doesn’t deliver. The consumer wants a toothpaste for sensitive teeth that also tastes good and gives total protection.”
The range will be available in 50ml and 75ml tubes, carrying retail prices of £1.49 and £1.99, as well as a pump version priced at £2.59. A Colgate Sensitive toothbrush will be launched in July, priced £2.49.
A spokeswoman says the product has been formulated for the European market and has breath-freshening and whitening ingredients. There are no plans to introduce other variants that are available in the US, such as Colgate Sensitive Maximum Strength.
Rainey Kelly Campbell Roalfe/ Y&R handles advertising for Colgate, and Mediaedge:CIA buys media for the brand.