Colgate plans foaming toothpaste

Colgate-Palmolive is planning its first major product launch for two years with the introduction of a foaming toothpaste called Colgate Oxygen.

But industry sources have criticised the product, to launch in April, for being too similar to GlaxoSmithKline’s (GSK) foaming antibacterial toothpaste Aquafresh Extreme Clean, which has been on the market for over 18 months (MW August 21, 2003).

Colgate Oxygen releases oxygen bubbles during brushing, which the company claims clean teeth, eliminate dental plaque and freshen breath. It will be backed by a multi-million pound advertising campaign created by Rainey Kelly Campbell Roalfe/Y&R, while media will be handled by Mediaedge:CIA.

GSK’s Extreme Clean toothpaste is also foaming. The manufacturer says this creates antibacterial bubbles that clean with an action similar to a mouthwash.

Colgate Oxygen is Colgate’s first major extension since Colgate Sensitive was introduced (MW April 10, 2003). One industry source says Colgate has fallen behind GSK in terms of innovation. GSK also recently launched the Aquafresh Zones and Macleans Detox/Remineralise ranges (MW April 29, 2004).

Colgate also plans a “next generation” toothbrush with a tongue cleaner, called Colgate 360 Clean.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here